Kancil Awards

The Malaysian Advertising Awards

(9.3) FILM & FILM CRAFT [Non-Broadcast Single] - BRONZE, Moments of Joy, Grey Group Kuala Lumpur

Title
Moments of Joy

Product / Service
JOY DISHWASHING LIQUID

Client
P&G

Brief
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".

Solution
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.

Cretaive Director
GRAHAM DREW

Creative Director
RAMANJIT SINGH GULATI

Art Director
NAVED SIDDIQUI

Copywriter
RAMANJIT SINGH GULATI, GRAHAM DREW

Agency Producer
SUZY CHIANG

Client Service
CHRISTINE CHAN, KATE ARMISHAW, JOSHUA YAP, KEVIN YEOH

Planner
ABHIJIT DAS

Film Director
HENRY OOI

Team P&G, WPP
ANURAG GUPTA

Others
CLIENTS: SWETA MEHRA, MALLIKA TYAGI, GRACE CHUA, TRUONG THI NGOC AHN

Media Com
SAURABH CHANRASHEKHARl

Advocacy
MAHESH NEELAKANTAN

 

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