Markets: Indonesia, Thailand, Vietnam

Category: FMCG/brand purpose

Roles/tools: Workshop, comms planning

Sunlight wanted to communicate that they're more than just a dishwashing detergent brand. We created a campaign based on making use of extra time to pursue your passions.

Now in its third year, the campaign has attracted partnerships with UN Women and a P2P lending platform to help thousands of women pursue their passions.

I worked with the Unilever team to identify what the extra time saved could mean. Key to this was creating a structure for their brand purpose campaign, crystallising the main idea and mapping out the messaging and touchpoints.

I led our team in crafting a campaign using real people's stories and passions across Indonesia, Vietnam, and Thailand.