campaign “The Everyday Effect”, that demonstrate how P&G products make everyday life better for ordinary Japanese.
The three videos chronicle the daily woes faced by ordinary Japanese, such as dry and damaged hair, hard-to-remove stains and odors on clothes. Through the P&G Blue Box containing P&G products, these users gradually experience positive changes – the products not only help to alleviate their problems, but they also bring about a boost of motivation, optimism and confidence to the users.
Agency: Grey Tokyo
Creative Director: Kanji Miyagawa
Art Director: Shiho Kurihara
Producer: Ha Jaeyoung
Account Directors: Yukiko Ochiai, Junko Igarashi
Account Supervisor: Sakiko Horikawa, Tai Kenneth
Director: Tsuguhito Fujioka
DOP: Kozo Natsumi