POND's and Arcade Singapore inspire women worldwide to #LoveMyExpressions

PONDS_Expression_Campaign Image.jpgPOND's and Arcade Singapore have teamed up on an empowering new Asia-Pacific campaign encouraging women to express themselves more often, based on startling research that eight women in ten feel constrained by social norms.

Having already surpassed the 5 million view mark, the digital film is rolling out regionally on YouTube and social media channels, with the support of in-market Key Opinion Leaders. Women are encouraged to share their own expression stories under the hashtag #LoveMyExpressions.

VIEW THE FILM
PONDS.jpgResearch conducted by POND'S across 3,500 women in China, Indonesia, India, Mexico, South Africa, Thailand, and USA uncovered that over 78% of women wish they could express themselves more. Arcade was tasked with bringing this powerful insight to life and rallying women to celebrate the power of their expressions.

The mobile-first campaign showcases the power and beauty of women's expressions, conveying many different emotions, from all walks of life; closing with the rallying cry, 'Express Yourself. Add your beauty to the world.'

"It was a shock to find out that eight in ten women feel held back from expressing themselves," said Dorothy Yew, Managing Director, Arcade Singapore. "Research showed that their reasons ranged from societal and cultural pressures, to those of family and religion. Women worry about how they will be perceived by others, they strive to strike that delicate balance between who they want to be and adhering to their culture. So the campaign celebrates the power of expression, and calls on women around the world to share their gift with everyone."

PONDS 2.jpgPeewee Dizon-Bauman, Skin Care Global Marketing Manager at Unilever added, "we pride ourselves at POND's on having a deep understanding of women today, and we are aware of the different kinds of pressures they face, whether because of culture, society, family, or religion, they feel held back from expressing themselves. POND'S believes women's expressions are a gift to the world, and we want all women to express themselves 100%."

Hosted on YouTube, supported by paid media including pre-rolls and Facebook ads, KOLs have also been activated in each market to talk about how they feel when expressing themselves. Strong PR backing includes the research findings that the campaign is based upon, plus an ongoing global survey into women's feeling about expressing themselves. POND'S-owned channels are also pushing the video and additional local content around expressions.

Credits - Arcade Team:
CCO: Matt Cullen
CCO: Gary Tranter
MD: Dorothy Yew
Senior Planner: Michelle O'Brien
Creative Services Director: Shaun Lee
AD: Chin Han Yu
Client Team:
Whitney Cua
Peewee Dizon-Bauman
Joy Dela-Rosa
Pluem Chotchaisathit
Donna Barcelon

3 Comments

Jersey said:

Views? LOL…..what does views mean?

I "viewed" this for 3 seconds…when that awful unimaginative VO kicked in, I "unviewed".

Yawn said:

Yawn. The pretentious VO made me yawn again. Yawn and cringe.

Noteasilypleased said:

Talk about being lame. This must have been the lamest ad. They are trying to ape Dove and there is nothing genuine about it. Sorry. It is a colossal waste of money to make a fake paid content that does not make an impact.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.