Title | CHAIR |
Brand | SOYJOY |
Product / Service | SOYJOY - FRUIT SOY BAR |
Category | A01. Food Products |
Entrant | OGILVY & MATHER SINGAPORE , SINGAPORE |
Entrant Company: | OGILVY & MATHER SINGAPORE, SINGAPORE |
Advertising Agency: | OGILVY & MATHER SINGAPORE, SINGAPORE |
Production Company: | PYRAMID FILM Tokyo, JAPAN |
Credits | |
Executive Creative Director | Regional Creative Partner: Takuya Matsuo |
Creative Director | Maurice Wee |
Copywriter | Group Head Copywriter: Troy Lim |
Planner | Gwen Raillard/Sonal Narain/Huiwen Tow |
Account Manager | Charlotte Sng/Jiajun Chong |
Producer | Koichi Hara |
Sound Design/Arrangement | Music Arranger & Composer : Tucker |
Art Director | Fajar Kurnia |
Other Credits | Sound Engineer: Syu Imamoto |
As SOYJOY Low GI is a snack helping with weight management, our TG was Singaporean women. We found a sore point in these women’s quest to stay slim - the huge ‘Effort’ required. SOYJOY would be the woman’s secret to effortless thinness. The ‘Much Effort, Little Effort’ campaign, exploited the ridiculous lengths some women go to, to stay slim (‘Much Effort’), to juxtapose this against the ‘Little Effort’ expended when eating SOYJOY. An authentic Japanese feel was created by shooting the TVCs in Tokyo, to exploit Singapore’s Japan-craziness. The result: a quirky campaign with a distinctly Japanese humour.