Sunlight Floorcare
Herbal Essential Oil
Sunlight is undoubtedly the market leader for floor cleaner. At the result, there is always a pressure on them to not only keep up, but also keeping the industry moving forward. This time around, the Sunlight branding is excited to announce their new "air purification" technology, integrated in the 3 variants of their new essential oil product range: Lemon & Lemongrass, Summer Flower & Mint, and Lily & Rosemary.
Me and the team at MullenLowe Mishra was fortunate enough to side with the Sunlight team, and create one of their most beautifully shot and the highest rating ads the team has ever done. I am especially proud of this campaign as I was fully responsible to most of its creative, decisions, and management.
Role: Art Director
Year: 2021
Client: Unilever Vietnam
Agency: Mullenlowe Mishra Vietnam
Creative Director: Trần Vũ Tuấn Đăng
Copywriter: Lương Thu Trang
Director: Hải Hồ
Production House: Viewfinder
CGI/3D Post House: BeeShop
Challenging Time
Home is where everyone long for after a long working/studying day. Therefore, keeping the house clean, airy & comfortable is one of our target audience chore priorities. Our challenge is to embed the homey comfort feeling within Sunlight to the audience, as well as explaining clearly how their new technology is delivering this shiny floor, comfy home effect.
Furthermore, this project took place in the middle of the 2021 pandemic, thus the production options are greatly limited to domestic choices. Not to mention the budget cut down from the Unilever global team, as well as maintaining a high alert level of awareness on what the customer would like to see on a "pandemic ads". Leading a project during these time is immensely challenging.
The Solution
First, by addressing the mood & tone of the film clearly from the start, which is light hearted, natural infusion, family oriented, sparkling clean floor, we were able to keep these keywords consistently through out the production.
Second, like every other Unilever or any big brand out there, this project has a lot of "check box" that needed to be solve individually. Product function explanation, home purification, sparkling clean floor, family moments, etc. Despite that level of complexity, me and the team has come up with a "from farm to table" narrative for the film, in which we introduce Sunlight new product from a "craftmanship" standpoint, goes through the process of essential oil production, on to the Sunlight pack, and straight to your shiny white floor at home.
Third, aside from the impressive ingredient shots, we also added a little spice at the emotional pay off part of the ad. We want to challenge a low-key Vietnamese stereotype that usually portrait man as a family provider & woman is the chores master. By simply reversing the gender for each role and , of course, along side with all the other amazing stuffs, the ad testing result came out the highest that a Unilever Vietnam marketing team has ever done.
Lastly, it will not be fair if I do not mention the struggle we faced during production. As mentioned, we faced all sort of difficulty producing during pandemic time, but by our uncompromising spirit, we have always found a great solution to all little problems. By going through this hardship, I have gained a great lot of experience in production problem solving.
