Sunlight Floorcare
- Naturally Delivered
Floor care has always been seen as quite "bleachy", as floor care liquid is mostly strong detergent chemicals. Thus, there is a market opportunity that the Sunlight brand has taken, which is to create a baby safe, naturally delivered floor care product. With natural extraction from bamboo essence and aloe vera, as well as the clear color, the product is a massive success in the market.
Me and the team at MullenLowe Mishra was fortunate enough to side with the Sunlight team, and create their most successful campaign to date. This TVC has become Uniliver Vietnam - Homecare department - standard for both quality and effectiveness.
Role: Art Director
Year: 2020
Client: Unilever Vietnam
Agency: Mullenlowe Mishra Vietnam
Director: Hải Hồ
Production House: Viewfinder
CGI/3D Post House: BeeShop
For Babies
From Nature
One of the key component for the success of this product is actually inspired from one of their own product, the clear color from Sunlight natural dish soap. Research shows that consumers felt safe and assured when they were being soaps or detergent that is clear in color. However, smells is a much more impactful element regarding floor care product, and this variant delivers a very subtle yet comforting fragrance every swipe.
Low budget is no stranger when it comes to home care product marketing plan, thus most of their previous work were not up to par with their global assets. Luckily, me and the team at MullenLowe Mishra is here to fix that.
Understanding these key findings, we translate them into the film, visually & emotionally. The film is shot is a very dreamy, bright lighting set up, and clean white atmosphere. The greeneries, the reflection on the floor the sofa, the floor tiles, and many little detailed was curated to deliver a very delicate feeling, yet keeping the audience engage by a faster pace of editing, music, and ...cute baby.
Shooting with babies is like gambling. You set them on camera, and hope for the best. Funnily enough though, after cleaning the floor with Sunlight, the floor smell so good that during a practice roll, the baby literally kissed the floor. This footage made it to the final cut. How cool was that.
A Mix Of Nature For Every Mom
One of the many problems we solved nicely in this film is to successfully bring the gentle nature - from the bamboo essence & aloe vera to yuzu lemon & lemongrass - closer to the tender care of moms for their small child. We set up the whole film with a sequence from the natural ingredient to their essence, from their essence to the mixture, and from the mixture to Sunlight bottle, and from Sunlight to the clean floor.
Getting that part out of the way, we focused on the emotional pay off and the precision marketing aspect of the campaign. There are many types of moms, and the guys at Unilever is very keen on getting everyone of them to love this product. Thus, we published 2 variants of smells for the product, and 4 versions of bumper ads for all the nature loving, smell sensitive, perfectionist, and pregnant moms out there.
