Developed by Ogilvy & Mather Singapore, the campaign targets working women who are health and weight conscious. To appeal to them, the campaign takes on the biggest obstacle that women face when it comes to keeping the pounds off: the amount of ‘effort’ required.
Soyjoy was thus positioned as the secret to staying slim using minimal, or little effort.
Credits:
Project 'Office' and 'Tattoo'
Client PT Amerta Indah Otsuka
Creative agency Ogilvy & Mather, Singapore
Executive creative director Todd McCracken
Creative directors Takuya Matsuo, Maurice Wee
Group head copywriter Troy Lim
Art director Fajar Kurnia
Planning director Gwen Raillard
Planners Sonal Narain, Huiwen Tow
Production house Pyramid Film Inc, Japan
Director Kosai Sekine
Producer Koichi Hara
Post-production company Grandfunk Inc
Audio Rodriquez Room & Tucker
Managing director Mark Wong
Account servicing Charlotte Sng, Chong Jia Jun
Account planning Sonal Narain, Huiwen Tow
Exposure Print
