LOVE RENEWED

TitleLOVE RENEWED
BrandSC JOHNSON
Product / ServiceKABIKILLER
CategoryD01. Branded Content & Entertainment Film
EntrantGEOMETRY OGILVY JAPAN Tokyo, JAPAN
Idea Creation GEOMETRY OGILVY JAPAN Tokyo, JAPAN
Production ROBOT COMMUNICATIONS INC. Tokyo, JAPAN
Production 2 DRAWING AND MANUAL Tokyo, JAPAN

Credits

Name Company Position
Doug Schiff Geometry Ogilvy Japan Chief Creative Officer
Luis Ramirez Ogilvy Chicago Group Creative Director
Junkichi Tatsuki Geometry Ogilvy Japan Creative Director
Maki Enomoto Geometry Ogilvy Japan Senior Copywriter
Masaaki Sai Geometry Ogilvy Japan Senior Art Director
Rie Kawai Geometry Ogilvy Japan Senior Producer
Curt McKay Geometry Ogilvy Japan Program Director
Naoko Yamakawa Geometry Ogilvy Japan Strategic Director
Sophianna Bishop Geometry Ogilvy Japan Senior Account Executive
Kei Asakura Geometry Ogilvy Japan Group Account Director
Angel Poon Geometry Ogilvy Japan Account Manager
Morris Ku Geometry Ogilvy Japan Creative Video Director
Aki Sugawara Geometry Ogilvy Japan Creative Services Director
Antonis Kocheilas Ogilvy Chicago Managing Director, Head of Planning
Philip Heimann Ogilvy New York Worldwide MD, Global Brand Management
Pete Lewis Ogilvy Chicago Managing Director
Bryan Eytcheson Ogilvy Chicago Executive Group Director
Hirotaka Sato ROBOT Producer
Yutaka Obara DRAWING AND MANUAL Director
Ann Mukherjee SC Johnson Global Chief Marketing Officer
Cees Talma SC Johnson Global Vice President Home Care
John Horn SC Johnson Senior Director, Global Marketing, Home Cleaning
Adam C. Galea SC Johnson Brand Manager, Global Home Cleaning
Masahiro Washizu SC Johnson President and Representative Director
Wangbo Ma SC Johnson Manager, Marketing Commercialization
Miyuki Endo SC Johnson Manager, Marketing Commercialization
Ayumi Hori SC Johnson Associate Manager, Marketing Commercialization

Write a short summary of what happens in the film

Years after committing to the standard marriage vows about sharing life and working together in good times and in bad, a young husband has set into a routine of working late, not helping around the house, and even living a separate life--leaving all the domestic tasks to his overburdened wife. Then there's a moment when he recognizes how overwhelmed she actually is, after their child is born. He attempts to prepare a meal that turns out badly, but even so she is touched by his gesture. She's so thankful that he decides then and there to change his course and, through his VO, we understand he's decided to recommit. Part of this recommitment includes cleaning the shower area, with the SC Johnson Japan shower-cleaning product making a subtle appearance. The film ends with a very touching scene with both showing their appreciation and commitment to one another.

Cultural / Context information for the jury

Gender inequality in Japan is among the world’s highest, affecting divorce rates, as well as rates of happiness and well-being. But research shows that couples who spend more time together and share household tasks not only enjoy closer relationships, but also stronger, longer-lasting marriages. So, to promote the sharing of household tasks, SC Johnson’s Kabikiller cleaning brand introduced the idea of renewing marriage vows to Japan, as it was previously unknown, and did so through the launching of "Love Renewed."

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