Case video

GIVE MOMS THE GIFT OF TIME.

P&G inspired people to help new mothers get some personal time with skippable YouTube pre-rolls.

People pledged to donate time online and in-store, and filled in for mommy duties so moms could take some time off.

> Campaign Asia magazine > Spikes Asia Awards (Cannes Lions Asia) > Media Awards

THE SMALLEST THINGS CAN BE THE MOST POWERFUL.

P&G’s Joy dishwashing liquid is powerful and comes in a small bottle, but it’s also one-fourth the size and almost the same price as its competitor’s bottle. To justify this, P&G conducted an experiment where kids revealed that they valued small, intimate moments over extended ones with their moms. Such as bear hugs versus going to the movies. Or reading a storybook versus a day at a theme park. It made moms realize that sometimes the smallest things can be the most powerful.