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10.09.12

Joy print ads

Print Ads, Consumer

Joy is the number one dishwashing brand in Philippines. The communication objective behind Campaign & Grey’s print ads for this Procter & Gamble product was twofold: to try to break people’s habits of using laundry bars on plates; and to remind them that Joy is the best soap for greasy cooking utensils.

Each series consists of a visual metaphor: Since a large number of households do not use “dishwashing” products to clean dishware, and instead use cut-up laundry bars for washing dishes, the first was to make consumers realize the absurdity of treating plates like laundry. The second represents greasy dishes with digitally-assembled knives, pots and pans to depict the greasy foods that adhere to them in fighting form.

Headlines (from top):
100% Alumium. Huwag Laghan. Gamitan Ng Joy. (Don’t hand wash. Use Joy.)
100% Melanine. Huwag Laghan. Gamitan Ng Joy. (Don’t hand wash. Use Joy.)
Para sa napakalansang sebo (For the fishiest-smelling grease.)
Para sa napakabagsik na sebo (For the clingiest grease.)

Mel Aguinaldo, art director/associate creative director; Noel Orosa, writer/creative director; Ompong Remigio, chief creative officer; Gredge Salvador, digital graphic artist Jeanne G. Young, photographer Peck Imson, print producer Print Studio Manager: Eric Capongcol, print studio manager Eres Gatmaitan, management supervisor Account Managers: Christina Melchor/Rishi Mandhyan, account managers Procter & Gamble Philippines, Joy, client.

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