Campaigns & Grey brings “Fashion Plates” to the streets for Joy

PHILIPPINES, FEBRUARY 11, 2011 – Campaigns & Grey has launched a stunning print campaign for P&G brand Joy, the Philippines’ number one dishwashing liquid. In a market where more than half the population still uses laundry bar slivers to wash dishes, the ads make the case against bars in an unexpected way.

According to the agency, the aim of the campaign shot by photographer-filmmaker Milo Sogueco is “to break the current consumer mindset that laundry bars that work well on clothes are good enough for plates”.

Wearing dish couture, the model steps out in a dish dress, carrying literally a bag of plates. With a cup, saucer and teaspoon as a headpiece and tiny saucers on her sandals, earrings and necklace, the woman turns heads in the street while eating fishball, taking the tricycle and crossing a pedestrian overpass. These scenes from the daily life of the average Filipino carry the copy “Yaman din lamang at nilabhan mo ang plato sa bareta, isuot mo na ito.” Roughly translated: “As you have washed the plate with a bar, you might as well wear it.”

There’s nothing like starting the year on a clean plate, with a well-executed, if unusual, anti-bar message that avoids the slippery talk-laden route the sector is known for.

CREDITS
Client: Procter & Gamble, Philippines
Chief Creative Officer: Ompong Remigio
Creative Director:  Noel Orosa
Associate Creative Director: Mel Aguinaldo
Copywriter: Noel Orosa
Art Directors: Gil Corcuera, Anton Panajon
Management Supervisor: Eres Gatmaitan
Jr. Acct. Manager: Christina Melchor
Studio Manager: Eric Capongcol
Chief Digital Graphic Artist: Gredge Salvador
Photographer: Milo Sogueco
Production Designer: Rious Caliso
Stylists: Rious Caliso, Noel Orosa