Title | LOVE RENEWED |
Brand | SC JOHNSON |
Product / Service | KABIKILLER |
Category | A01. Glass |
Entrant | GEOMETRY OGILVY JAPAN Tokyo, JAPAN |
Idea Creation | GEOMETRY OGILVY JAPAN Tokyo, JAPAN |
Production | ROBOT COMMUNICATIONS INC. Tokyo, JAPAN |
Production 2 | DRAWING AND MANUAL Tokyo, JAPAN |
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 |
For the past several years SC Johnson has been promoting gender equality as part of its worldwide purpose-driven mission. Last year a film entitled "Refresher Course" told the story of parents, who while watching their kids class, saw the teacher separate the kids to have the girls clean the classrooms while the boys went out to play. This action reflected quite closely how adult couples behave in Japan. (The film shortlisted in Glass last year.) This year's task was to build on the momentum from last year's work. The campaign was to more directly persuade husbands to take action, and support further engagement than the previous year.
Gender inequality in Japan is among the world’s highest, affecting divorce rates, as well as rates of happiness and well-being. Women are under-represented in every walk of life, but famously in government positions as well as the upper echelon of major corporations. This inequality trickles down to every walk of life, and SC Johnson wants to do what it can to support women, both professionally and domestically.
The centerpiece of the campaign was a film that told the story of a husband who recommits to his marital vows, a custom previously unknown to the Japanese. In the branded content film, we see the husband tell the story of life after marriage—how’s he's settled into a routine of being the traditional husband. We then see how he changes, and re-commits to those original vows. Along with the film, the campaign encouraged through digital and outdoor for couples across Japan to renew their own vows on Couple’s Day, November 22nd. Couples also renewed their vows at a Tokyo shrine famous for hosting marriage ceremonies. There, couples re-wrote their vows onto wooden plaques that Japanese traditionally use to express wishes for the future.
The film was released on Twitter unbranded, and without any influencers or a push strategy it was shared and seen by many millions. We targeted Couples Day in Japan, November 22, a day with growing interest among wives, to further encourage the renewing of vows at that time. Other touchpoints, including newspaper, outdoor and social were leveraged to further engage.
At the end of the online film, couples were prompted to renew their own vows. This included a contest where couples were encouraged to send in a photo of their hands clasped together, similar to within the online film, for a chance at a romantic holiday in Hawaii. Introducing the idea of renewing vows was completely new to the Japanese. And bringing the idea to Japan on Couple's Day gave the effort added incentive and impact. This film led to couples to renew their own vows online, but also at a Tokyo shrine famous for hosting marriage ceremonies. There, couples re-wrote their vows onto wooden plaques that Japanese traditionally use to express wishes for the future.
The film was seen more than 11 million times on Twitter, and became the platform’s most viewed video in November of last year. And, along with digital and outdoor ads, it encouraged couples across Japan to renew their own vows on Couple’s Day, November 22nd. The idea caught on with couples across the country. Tens of thousands more took part in the conversation, resulting in over 100 million impressions. All to embrace the sharing of tasks to reaffirm their commitment, reframing how the nation considers marriage and gender equality.