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...