THE GOOD EXPERIMENT

TitleTHE GOOD EXPERIMENT
BrandUNILEVER
Product / ServiceBREEZE
CategoryA07. Live Brand Experience
EntrantDENTSU 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

Credits

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

The Campaign

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.

Creative Execution

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.

Links

Website URL