Kancil Awards

The Malaysian Advertising Awards

(9.4) FILM & FILM CRAFT [Non-Broadcast Campaign] - MERIT, Skippable Kids, Grey Group Kuala Lumpur

Title
Skippable Kids

Product / Service
BEAUTY CARE

Client
P&G

Brief
P&G Malaysia wanted to increase their market share in beauty care by reconnecting with moms emotionally. Knowing that young moms can hardly find time to take care of themselves (and stay beautiful), we decided to talk to their friends and family instead. And inspire them to lend a helping hand to moms.

Solution
People press 'skip' on YouTube as soon as it appears. P&G turned the skip button into a tool to make people understand what being a mom is really like. We showed them something anyone would skip. Anyone, but a mom. We created 3 ads with an annotated skip button, featuring 3 children needing their mom's attention. When people skipped, instead of skipping to the next video, they saw a mom immediately tending and caring for the child. She can't skip away. Just like in real life.Results: 1,698,575 views. 2,184,867 minutes watched. This sparked off a debate on social media. Moms gave advice to each other in forums across Malaysia. Family members offered support. And people understood a little more about being a mom.

Executive Creative Director
GRAHAM DREW

Creative Director
RAMANJIT SINGH GULATI

Art Director
NAVED SIDDIQUI, XION FEI EE

Copywriter
RAMANJIT SINGH GULATI

Agency Producer
SUZY CHIANG

Client Service
CHRISTINE CHAN, TAN SUE MAY

Others
LUBNA KHAN - PLANNING DIRECTOR

Others
CHERYL NEO - DIGITAL GENERAL MANAGER

Others
EU GENE TEO - DIGITAL HEAD OF OPERATIONS

Designer
TERCES POK

Film Director
HENRY OOI

Others
SAURABH CHANRASHEKHAR - MEDIACOM

Others
JOX PETIZA - MEDIACOM

Others
ISMED MOHAMMED - AGENCY EDITOR

Others
CHOY MAY YEE - P&G

 

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