Olay and Lazada Double Up with Grey Group on a campaign acknowledging women’s dual role
To give recognition to the women in our lives, Olay has teamed up with Lazada for its biggest Super Brand Day to be held on October 7th. They especially wanted to acknowledge the fearless ones who double up their roles as both, mother and father.
Lazada becomes a platform where women can gain easy online access to Olay products to complete a full skin care routine across six of their markets.
To create further awareness around the dual role, the online ‘Olay Monster’ film was launched where parenting is brought to life and shown as one of the toughest roles women take on and the effort it takes when they have do it all on their own.
Grey Singapore led the creative work with the ideation of ‘double up’ for the campaign and also worked on the digital, e-commerce and social media. The online film will be rolled out across the region allowing Grey to leverage on their borderless strategy, incorporating local language and insights and cultural nuances from their Philippines, Indonesia, Thailand and Vietnam offices.
“Doubling up as a parent and a professional is no easy task,”said Alexandra Vogler, Associate Director of Procter & Gamble Beauty, Digital Transformation & Communications and mother of 2 young children. “By sharing the touching story featured in the Olay Monster film, we hope to inspire more people to see doubling up on responsibilities as a strength – and ultimately for women to live their lives fearlessly.”
“It has been a very effective collaboration with Olay. It shines a light on the unspoken struggles of working moms, either single or with a partner. An emotional film about a woman’s multi-dimensional role which I hope will raise awareness around the difficulties one can face in their everyday lives,” said Brenda Chung, (SVP, Global Business Director GREY group Singapore).
Credits –
Creative Agency: Grey Group (Singapore, Philippines, Indonesia, Thailand & Vietnam)
Film Production: Imagineka Productions & WeCre8 Worldwide
Post Production: Hogarth Worldwide
Audio Production: Hit Productions Inc.