Sunlight: Life Over Chores

Sunlight, a dishwashing liquid brand, shed light on gender inequality in Vietnam via online social platforms.

Campaign details

Brand: SunlightLead Agency: MindshareRegion: Vietnam

Strategy

Objective

Vietnam is fast progressing filled with optimism. Yet the burden of household chores still lay on women’s shoulder. Technology has helped alleviating the physical workload, but the mental strain remains unchanged.

Target Audience

Vietnamese women self-pressurize themselves trying to be their best, both at work and excelling at managing household chores. They feel guilty if there’s household chores unfinished. To finish daily chores, they give up meaningful moments of connection and self-indulgence. They don’t realize those chores take over their lives.

Creative Strategy

Sunlight, being the...

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