Launched last week, the multi-brand campaign for Pantene and Head & Shoulders has quite a few components. First is the above interactive YouTube video with skippable links—driving home the point that you can get away from the screaming kid but the mom can't. Each crying child leads to a different mother-child scenario highlighting a time when mom just hasn’t got time for herself.
Ramanjit Singh Gulati, creative director at Grey KL, promises no children were harmed, or even greatly upset in the making of the video. “We found children who were at a very clingy stage, and who cried easily when separated from their moms,” he said. “All we did to turn on the waterworks was to have the mothers leave the room.”
The videos lead to the #staybeautiful contest and pledge. To participate, contestants have to upload a photo of themselves with a mom spending time together, tag each photo with #staybeautiful and #staybeautfulmom and complete a slogan. The idea, explained Ramanjit, is for participants to pledge ways they plan to give that mother the ‘gift of time’.
Contest winners have a chance at winning one of 50 special-edition, scarves by celebrity mom-blogger and entrepreneur, Vivy Yusof.
To tie in to this campaign, P&G Malaysia has also launched an in-store promotion with Vivy to design yet another limited-edition scarf in black and gold as a gift with the purchase of Pantene or Head & Shoulder hair products worth RM40 (US$12) and above.
When asked how a scarf, exclusive though it may be, was a relevant gift for a campaign centred on ‘the gift of time’ for moms, Christine Chan, brand director at Team P&G, explained that Vivy is an inspiration to Malaysian moms. “Her scarves are expensive [US$36] and yet they sold out in the first week she launched it. So P&G wanted to give moms the scarves as a special gift. Each box has a thank you card from the brand and a little booklet with tips on styling the scarf.”
“This year, we wanted to spark a conversation of how selfless and loving moms are, and inspire all those around her to give a little hand…to give moms the gift of time, so she can have time that she too needs,” said Choy May Yee, assistant brand manager, P&G Malaysia.
The ongoing campaign will extend to in-store point-of-sale materials, activations and activities throughout the month of November and December.
Irene Wong: Chief Executive Officer.
Graham Drew: Executive Creative Director.
Ramanjit Singh: Creative Director.
Naved Siddiqui: Senior Art Director.
Ee Xion Fei: Art Director.
Lubna Khan: Head of Planning.
Christine Chan: Brand Director.
Tan Sue May: Senior Brand Executive.
Sulaiman Abu Bakar: AV Director.
Suzy Chiang: Producer.
Cheryl Neo: Digital General Manager.
Eu Gene Teo: Digital Head of Operations.
Terces Pok: Digital Designer.
Henry Ooi: Film Director.
Eric Oh: Director of Photography.
Jacie Tan: Executive Producer.
Mel Leu: Producer.
Christina Smirnova: Wardrobe Stylist.
Wai: Art Director.