TV ad: Joy Dishwashing Liquid: Moments of Joy

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This month, Grey Group Malaysia launches 'Moments of Joy', a fully integrated campaign that explores the relationship between working mothers and their children. Created for Joy (P&G) dishwashing liquid, the work focuses around the brand equity of 'surprisingly small, surprisingly powerful'. The campaign begins with a social experiment film, centering around asking mums a simple question; 'what do you do that makes your child happiest?.' This question is then asked separately to their children, revealing some surprising results. The film drives viewers to a microsite where mums can make their own, personal pledge to their children, which can in turn be redeemed in selected stores for a uniquely personal edition of the product.

Category Household, garden & pets
URL http://www.joydishcare.my/
Client Procter & Gamble
Agency Grey Kuala Lumpur
Production Playhouse Pictures
Country Malaysia
Uploaded 20 April, 2015

Credits

Director
Henry Ooi
Executive Creative Director
Graham Drew
Creative Director
Ramanjit Singh Gulati
Art Director
Naved Sidiqqui
Copywriter
Ramanjit Singh Gulati
Copywriter
Graham Drew
Agency Producer
Abu Bakar Sulaiman

Other credits

Suzy chiang, Agency Producer

Christine Chan, Kate Armishaw, Brand Directors

Joshua Yap, Brand Executive

Lubna Khan, Planning Director

Team P&G - WPP:

Anurag Gupta, Chief Operating Officer

Grey Group Asia Pacific:

Huma Qureshi, Regional Director, PR & Corporate Communications

Pang Yanrong, Regional Corporate Communications Executive

MediaCom:

Saurabh Chandrashekhar, AOR Director, Team P&G

Jason Lim Jye Jiun, Communication Planner

Christine Lim, Senior Executive, Interaction

Leong Jia Chi, Senior Implementation Executive

Kathy Le, Senior Implementation Executive

Jonathan Lok, Interaction Executive

Advocate marketing agency: Advocacy

Mahesh Neelakantan, COO

Lim Fang Han, Business Director

Tammy Tan, Senior Account Manager

Risa Salam, Account Executive

Rocky Lim, Community Executive

Production house: Playhouse Pictures Sdn Bhd

Henry Ooi, Director

Ira Carrisa Shah, Executive producer

Kok Wai, Editor

Eric Oh, Director of photography

Chris Ngooi, Assistant director

Digital agency: Hypermedia

Norbert Rozycki, Head of Production APAC

Christine Liston, Project Manager

Jubal Mabaquaio, Developer

Elipidio Armando, Developer

Herdee Abuyo Bernalynne Villarete, Quality Assurance Tester

P&G:

Sweta Mehra, Brand Director

Mallika Tyagi, Brand Manager

Grace Chua, Brand Manager

Truong Thi Ngoc Anh, Assistant Brand Manager

Sarah Tolentino, Production Manager

Tagami, Tomoko, Communication Manager

Joy Dishwashing Liquid: Moments of Joy

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Joy Dishwashing Liquid: Moments of Joy

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