O&M Singapore go Japanese for SoyJoy

‘Much Effort, Little Effort’ is the tagline of a new tvc campaign from Ogilvy Singapore for SOYJOY nutrition bars.

The campaign aims to communicate the core benefit of SOYJOY – that it is a healthy, low GI snack that keeps your blood sugar steady and your waistline happy – to the target audience: the working woman in Singapore.

It plays up the extreme methods some women use to stay slim, which require ‘Much Effort’, and juxtaposes this against the ‘Little Effort’ expended when eating SOYJOY Low GI, a snack that helps to keep their waistlines slim.

Say Takuya Matsuo, Maurice Wee and Troy Lim, the creative trio behind the campaign: “The two TV spots ‘Office’ and ‘Tattoo’ were shot entirely in Tokyo because SOYJOY is 100 percent Japanese. We are also riding on the Singaporean fascination with Japan and its products. The result is a memorable, quirky campaign that carries a distinctly Japanese sense of humour.”

View Tattoo.

View Office.