Sunlight
Life Over Chores
As the leading dishwashing liquid brand in Vietnam, Sunlight recognized the need to adopt a more progressive stance, aimed at liberating women from the confines of household chores, especially dishwashing. The goal was to inspire women to see beyond daily chores and embrace a life full of richer, more fulfilling experiences.
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In collaboration with MullenLowe Vietnam, we developed the “Life Over Chores” initiative. This campaign sought to raise awareness and engage the audience in embracing a life beyond household responsibilities. By promoting the idea that women should actively participate and contribute to the broader aspects of life, we aimed to shift perceptions and inspire change.
The “Life Over Chores” campaign successfully resonated with our audience, earning a Bronze award at the Tambuli Awards in the Family Centered Brand category. This recognition underscored the impact of our message and the effectiveness of our approach in promoting a more balanced and enriching lifestyle for women.
This project highlights my ability to create campaigns that challenge societal norms and inspire meaningful change, all while reinforcing the brand’s position and values.
Disciplines: Advertising, Digital, Social
Agency: Mullen Lowe
Client: Unilever
Role: Creative Director
Country: Vietnam