Gabey Goh
Jun 30, 2016

Breeze Philippines wants moms to #SeeTheGood in dirt

From the Philippines: ‘See The Good’ for Unilever Philippines by Dentsu Jayme Syfu

A new campaign, launched on 21 June, for detergent brand Breeze in Philippines by Dentsu Jayme Syfu is asking mothers to not freak out if they see their child covered in dirt.

The video features a social experiment, with mothers waiting to collect their children from school, only to be met with their little boy or girl covered in dirt.

The initial reactions of disapproval quickly gets emotional after it is revealed to the mothers via a video monitor, the reason their child got covered in dirt.

In less than a week, the video has already racked up more than 500,000 views on YouTube. 

Campaign Asia-Pacific’s view: We really enjoyed this film, which does a great job setting up the premise for the grand reveal, which had this writer sniffling at her desk. It certainly brought back memories of motherly disapproval around coming home with a dirty school uniform – though admittedly, it was for playing in a muddy field and not helping someone in need.

We also like how it showcases how dirty clothes isn’t always a bad thing, a message that works quite well for a detergent brand.

CREDITS:
Client: Unilever Philippines
Agency: Dentsu Jayme Syfu
CCO/Copywriter: Merlee Jayme
Copywriter: Gian Nealega
Art director: Benci Vidanes
Accounts: Ronald Barreiro, Lieza Punsalan
Director: Jelise Chung
Producer: Jem Lim, Danise Talaba
Production House: Straight Shooters
Audio production: Hit Productions

Related Articles

Just Published

52 minutes ago

Breaking down the post-cookie solutions: Unified ID 2.0

There are dozens of post-cookie solutions. But how do they work and how do they compare to one another across key metrics such as scale, user intrusiveness and tech? This series will attempt to demystify the biggest solutions, starting with Unified ID 2.0.

1 hour ago

PHD adds Audi to SAIC Volkswagen portfolio in China

Pitch-free win of planning and buying follows the agency taking over media duties for the company's Volkswagen and Skoda output in December.

1 hour ago

Four rooms: A quartet of funny short films about ...

For interior-design company Livspace, Singapore boutique agency Societal spoofs four popular film genres.

1 hour ago

China's new tech and stay-at-home brands gain power ...

Embattled Huawei's crown slips as Alibaba Group and Bytedance surge to the top in Kantar's latest Chinese Global Brand Builders report.