Once Upon A Love Story

Background

Ponds, the oldest skincare brand in the world had lost grounds to modern competitors and slipped to the middle tier. They needed to rejuvenate their classic feel and reconnect with young audiences.

Challenge

The brief was to propose a ‘Platform Idea’ capable of,

1. Carrying any of their product campaigns, now and future
2. Embodying their brand message of “Transforming Beauty. Celebrating Love.”
3. Relevant in culturally-diverse, trans-continental markets (CN, IN, ID, SEA, AU, BR, KSA, etc)

Approach

We personally conducted FGD with Asian ladies 18-35, extensive desk, ethnographic research, media consumption trends. First, we found wisdom in gender behavioural patterns and social choices. We inferred that masculinity and femininity each has their bearings & quests. For this, we proposed a personalised social fairy tale written for every girl and woman, in the form of a micro-fiction which was trendy and suited the modern instant gratification crowd, infused with their social graph from Facebook. We crafted a storytelling formula so that each market could localise with their popular ghostwriters and execute consistently. We developed templates for the stories to be re-purposed from Retail to OLV. In the end, Ponds will help each lady to rediscover their beauty in a modern short digital novel.

Results

We tested the idea with our global agency network and received strong approval. The Unilever VPs loved it and we won the global digital AOR from the incumbents, Ogilvy.

Meta

Year: 2011
Client: Ponds, Unilever
Role: Creative Director, Wunderman
Team: 1 Art Director, 2 Designers, 1 Copywriter

• accolade
• branding
• campaign
• digital
• innovation
• presentation
• regional
• team lead