Moments of Joy
Product / Service
JOY DISHWASHING LIQUID
Joy dishwashing liquid is surprisingly small, surprisingly powerful - a concentrate that cleans in just 1 wash. Problem is, Joy is 1/4th the size and almost double the price of its competitor. It wasn't on Malaysian moms' shopping list who see the value in "big".
We worked with the insight that busy, working moms feel the tension of not spending enough time with their kids. For them, more time with the kids is better. Through a social experiment film which ran on social media channels, we revealed to moms that it's not just the big chunks of time, but the little moments they spend with their kids that can be Surprisingly Small, Surprisingly Powerful.
RAMANJIT SINGH GULATI
RAMANJIT SINGH GULATI, GRAHAM DREW
CHRISTINE CHAN, KATE ARMISHAW, JOSHUA YAP, KEVIN YEOH
Team P&G, WPP
CLIENTS: SWETA MEHRA, MALLIKA TYAGI, GRACE CHUA, TRUONG THI NGOC AHN