LOVE RENEWED

TitleLOVE RENEWED
BrandSC JOHNSON
Product / ServiceKABIKILLER
CategoryA01. Glass
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

Background

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.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

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.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

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.

Describe the results / impact

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.

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