Campaign details

Brand: Sunlight
Lead Agency: Mindshare
Region: Vietnam

Strategy

Objective

Vietnam is fast progressing filled with optimism. Yet the burden of household chores still lay on women’s shoulder. Technology has helped alleviating the physical workload, but the mental strain remains unchanged.

Target Audience

Vietnamese women self-pressurize themselves trying to be their best, both at work and excelling at managing household chores. They feel guilty if there’s household chores unfinished. To finish daily chores, they give up meaningful moments of connection and self-indulgence. They don’t realize those chores take over their lives.

Creative Strategy

Sunlight, being the no.1 dishwashing liquid brand in Vietnam, felt the need to bring in a more progressive attitude, liberating women from household chores by introducing “Life over chores” campaign.

Context

Execution

Overall Campaign Execution