For the month of April, Grey Group Malaysia has launched the ‘Moments of Joy’ campaign.
Created for Procter & Gamble’s Joy dishwashing liquid, the fully integrated campaign looks at the the relationship between working mothers and their children.
The campaign opens with a social experiment film that asks working mothers a simple question; ‘what do you do that makes your child happiest?.’
This question is then asked separately to their children, revealing some surprising results. The film drives viewers to a microsite where mothers can make their own pledge to their children.
