Brief Explanation

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.