SKIPPABLE KIDS

Short List
TitleSKIPPABLE KIDS
ClientP&G
Product/ServiceBEAUTY CARE
CategoryA06. Use of Video
EntrantGREY KUALA LUMPUR, MALAYSIA
Entrant Company GREY KUALA LUMPUR, MALAYSIA
Advertising Agency GREY KUALA LUMPUR, MALAYSIA
Media Agency MEDIACOM Kuala Lumpur, MALAYSIA
Production Company PLAYHOUSE PICTURES Kuala Lumpur, MALAYSIA

Creative Execution

People press 'skip' on YouTube as soon as it appears. P&G turned the skip button into a tool to make people understand what being a mom is really like. We showed them something anyone would skip. Anyone, but a mom. We created 3 ads with an annotated skip button, featuring 3 children needing their mom’s attention. When people skipped, instead of skipping to the next video, they saw a mom immediately tending and caring for the child. She can’t skip away.  Just like in real life.

1,698,575 views. 2,184,867 minutes watched. This sparked off a debate on social media. Moms gave advice to each other in forums across Malaysia. Family members offered support. And people understood a little more about being a mom

P&G Malaysia wanted to increase their market share in beauty care by reconnecting with moms emotionally. Knowing that young moms can hardly find time to take care of themselves (and stay beautiful), we decided to talk to their friends and family instead. And inspire them to lend a helping hand to moms.

Credits

Name Company Position
GRAHAM DREW Grey Kuala Lumpur Executive Creative Director
RAMANJIT SINGH GULATI Grey Kuala Lumpur Creative Director
NAVED SIDDIQUI Grey Kuala Lumpur Art Director
RAMANJIT SINGH GULATI Grey Kuala Lumpur Copywriter
XION FEI EE Grey Kuala Lumpur ART DIRECTOR
SUZY CHIANG Grey Kuala Lumpur Agency Producer
CHRISTINE CHAN Grey Kuala Lumpur Brand Director
TAN SUE MAY Grey Kuala Lumpur Brand Manager
LUBNA KHAN Grey Kuala Lumpur Planning Director
CHERYL NEO Grey Kuala Lumpur DIGITAL GENERAL MANAGER
Eu Gene Teo Grey Kuala Lumpur Digital Head of Operations.
Terces Pok Grey Kuala Lumpur DIGITAL DESIGNER
CHOY MAY YEE P&G ASSISTANT BRAND MANAGER
HENRY OOI PLAYHOUSE PICTURES DIRECTOR
SAURABH CHANRASHEKHAR MEDIACOM AOR DIRECTOR
JOX PETIZA MediaCom MANAGER CONTENT STRATEGY
Ismed Mohammed Grey Kuala Lumpur Agency editor
Links
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