Campaign details
Brand: BreezeBrand owner: Unilever PhilippinesLead agency: Dentsu Jayme Syfu Country: PhilippinesIndustries: Laundry productsMedia channels: Content marketing, Online video, Social media, TelevisionBudget: Up to 500k
Executive summary
Breeze's "Dirt is Good" campaign has been a success throughout the world. In the Philippines, though, it was met with resistance from mums. Why? Because in our context, a dirty kid is the result of an uncaring mother. So, we sought to change this aversion to dirt by revealing the small acts of goodness behind it with what we called "The...