The campaign intends to put the smile back onto the faces of both family members and incontinence sufferers. China has one of the highest populations of elderly people in the world. Five months into the product launch in China, Publicis Shanghai is initially rolling out this advertisement in Guangdong province, and it will be released in the rest of China at a later date.
Executed across print and TV, the campaign is based on the concept of filial obligation, which the Chinese value heavily. The story begins with a daughter drying the bed sheets and reminiscing on the happy days with her mother. However, the memory is tinged with sadness as the mother began to isolate herself due the common reaction of shame and guild brought upon by incontinence.
Directed by top Taiwanese director Kung Wen Yan, the campaign points out a “common but unaddressed urban family problem”.
SCA has appointed Publicis Shanghai as the agency partner in China in February this year.
Credits:
Project Give Back the Smile
Client Svenska Cellulosa Aktiebolaget
Creative agency Publicis, Shanghai
Group creative director Jacqueline Ye
Group head Tammy Ko
Senior art directors Dave Chen, Hong Guang Zhang
Film director Kung Wen Yan
Photographer Yan Han Cheng
Business director Pascal Dubreuil
Account director Elsa Zhou
Senior account executive Afra Chen
Exposure Television, print
