Title | THE GOOD EXPERIMENT |
Brand | UNILEVER |
Product / Service | BREEZE |
Category | A07. Live Brand Experience |
Entrant | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
Idea Creation | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
PR | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
Production | STRAIGHT SHOOTERS MEDIA Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Merlee Jayme | Dentsu Jayme Syfu | Chief Creative Officer |
Gian Nealega | Dentsu Jayme Syfu | Copywriter |
Benci Vidanes | Dentsu Jayme Syfu | Art Director |
Ronald Barreiro | Dentsu Jayme Syfu | General Manager |
Leiza Punsalan | Dentsu Jayme Syfu | Account Director |
Acee Vitangcol | Dentsu Jayme Syfu | Digital Planning Director |
Dane Mangahas | Dentsu Jayme Syfu | Social Media Manager |
Jelise Chung | Straight Shooters | Director |
Jem Lim | Just Add Water | Producer |
Danise Talaba | Just Add Water | Producer |
But does dirt really make moms and their children bad? The Breeze Good experiment sought to prove otherwise, by turning what was once a source of hate into a source of pride.
With the use of 10 hidden cameras, we sought out to capture genuine reactions of 5 caring mothers to their dirt-covered kids. The disappointment was something every mother could relate to. But their anger was short-lived as we soon revealed why their kids had become so dirty. The mothers swelled with tears and pride as their children's goodness overpowered the dirt.
Within a few weeks, reach was at 14 million. With 200,000 plus shares, views had reached 16 million resulting in impressions worth 40 million. The video was picked up by all the local news outlets. And soon people in Taiwan, Japan and Thailand were also sharing it.
Through the use of hidden cameras, we were able to capture mothers' unguarded reactions to their dirty children. But with a simple reveal, we quickly turned their disappointment into an overwhelming source of pride for their kids and themselves, making for a touching piece of branded entertainment.
For years, Breeze has been touting dirt as good as part of their regional and worldwide effort. However, this strategy of letting kids enjoy themselves in the dirt was not working in the Philippine context, as mothers viewed this as an act of wilful neglect. So we changed the framing, from dirt is good to seeing the stories of goodness behind dirty kids.