SD 4001
COOPERATIVE PROJECT
Stefan Sonntag’s BAD Girls Team Leung Tsz Wan 17020973D Mai Suen Ching 17011736D Nadya Fernandez 15100677D Chau Hoi Ting 17036226D Frida Ravn Abildgaard 18015983X
CONTENT
01 INT R O D U CT IO N
02 RESEARCH
03 CO NC E P T S , D E S IG N & CO NC L U S IO N S
04 R E F L E C T IO N
Backgro u n d
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01 I n t ro d u c t i o n
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Introd u c t i o n
Background of project This project focuses on gender differentiation, and as such gender inequality in Hong Kong. Hong Kong is a very media-saturated society despite being a very traditional and conservative society. This cultural attitudes still prevents females from being equally treated. Initiatives from the government are well intended but are not impactful to be the catalyst for change. The purpose of this project is for Palmolive to step out of their beauty care product category and reposition the brand into the culture category. Thus, making the brand a vanguard of women empowerment. Other brands have spoken out and engaged in “gender marketing” such as Doves’ “Real Beauty” or “Always’ #LikeAGirl” are such examples. However, there is still a lack of brand that would speak out and challenge the status-quo. The project aims and the theme is “Empowered femininity” to celebrate all aspects of being a woman to emerge across Asia. Additionally, this project aims to create a positivity movement that would eventually spark a conversation in the society to talk about such issues that women face constantly.
01 Background of Colgate-Palmolive Colgate-Palmolive Company is an American worldwide consumer products company focused on the production, distribution and provision of household, healthcare and personal care products. Under its “Hill’s Pet Nutrition” brand, it is also a manufacturer of veterinary products. The company’s corporate offices are on Park Avenue in Midtown Manhattan, New York City. Colgate-Palmolive is a global company serving people in over 200 countries and territories with consumer products that make their lives healthier and more enjoyable. Colgate manufactures and markets oral care, personal care, home care and pet nutrition products under such internationally recognized brand names as Colgate, Palmolive, Speed Stick, Lady Speed Stick, Softsoap, Irish Spring, Protex, Sorriso, Kolynos, elmex, Tom’s of Maine, Sanex, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill’s Science Diet, Hill’s Prescription Diet and Hill’s Ideal Balance.
Background on Red Fuse Communication Red Fuse Communications is WPP’s full-service integrated global agency dedicated to serving all of Colgate-Palmolive’s brands worldwide. With offices in New York, Kansas City, Miami, Mexico City, Cali, Hong Kong, Paris, Hamburg, Mumbai, Sao Paulo, Tokyo and Prague, Red Fuse delivers fully integrated campaigns on a daily basis to over 225 countries. Red Fuse Communications is located at Taikoo Place in Hong Kong. The Hong Kong office mainly focuses on projects for Colgate and has had a few successful launches for the brand.
02 R e s e a rc h
Researc h Research Methods Initially, our research was conducted in an intermix between more peer-based surveys and online research into the various aspects of issues concerning female empowerment. We sent created a basic survey which evolved around the current perception of femininity, but our results were not conclusive as a consequence of the limited reach - we simply did not have enough participants to have a qualified conclusion on tendencies among Hong Kong inhabitants. Early into this project, our group designed a questionnaire to understand how the general public viewed this issues and how we can further understand the underlying problem. The sample size for this survey was very small due to the lack of time circulating the survey. In this survey, we found out that femininity is a very loaded word and carries a different meaning for each of our respondent. Generally, the response towards the term is positive but it is still unable to shake off certain meanings attached to it such as girly and cautious.
Target Audience The target audience for this project is women. The aim is to reach as many women as possible from different backgrounds, occupations and education level to come together to feel empowered. This project does not have any bias in the women’s psychographic and aims to serve the people of Hong Kong and possibly regional Asian countries. The only concept that serves out of this target demographic would be the CSR concept that was developed for developing and underdeveloped markets in mind.
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Additionally, with this survey, we were able to identify some key insecurities and feelings that women feel about their gender and how to perceive them. In this survey, the majority of the respondents feel that women feel weak and have a high pressure of behaving “girly�. With this primary research, we were able to strategise our concepts with these pressures in mind and try to empower them by not making them feel weak or forced into a societal expectation.
Despite the survey coming out inconclusive, our secondary research comes from articles online and discussions from the internet. Discussing issues from Serena William’s behaviour at the finals of the US Open, the online community in Hong Kong and more. These helped our group understand how women are treated and the social pressures that they face constantly.
03 Concepts Design & Conclusions
Concep t s, De si g n & C o n clu s io n s
Past Concepts
I Am , _ _ _ _ _ _ Background Initially, our research was conducted in an intermix between more peer-based surveys and online research into the various aspects of issues concerning female empowerment. We sent created a basic survey which evolved around the current perception of femininity, but our results were not conclusive as a consequence of the limited reach - we simply did not have enough participants to have a qualified conclusion on tendencies among Hong Kong inhabitants. Early into this project, our group designed a questionnaire to understand how the general public viewed this issues and how we can further understand the underlying problem. The sample size for this survey was very small due to the lack of time circulating the survey. In this survey, we found out that femininity is a very loaded word and carries a different meaning for each of our respondent. Generally, the response towards the term is positive but it is still unable to shake off certain meanings attached to it such as girly and cautious.
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Campaign Flow - Awareness The campaign will be delivered in three stages. In the awareness stage, an interactive exhibition will take place in indoor public places such as shopping malls. There would be two different rooms in this exhibition that will be used for the awareness stage. There would be an “I” and “AM” room. The exhibition is inspired by Estee Lauder’s exhibition in Hong Kong that focuses on the awareness of breast cancer and TeamLab’s interactive exhibition. The proposed room would be a dark room that would have words projected on the walls. The interaction will include an individual uploading a word that they describe for themselves. For example, a girl could upload words such as “pretty”, “confident”, or “lousy”, depending on how they view themselves. In the “I” room, these words that they upload would be projected on the walls and they could go into these rooms and look at the words that other people uploaded. This would show that other people do have another perspective that they would see themselves. There would be a mixture of positive and negative words. The viewer would be surrounded by these words and the intention of this room is to provoke some form of emotion from the viewer. After entering the “I” room, they would then proceed to the “AM” room. In the “AM” room, the objective of the room is to let the viewer realised that they are able to “delete” the words that they do not feel is positive or have a negative impact on them. To work this room, the person would simply walk up to the wall and erase the word away with the same motion of cleaning a whiteboard. Eventually, the words will simply disappear and die away, leaving only the words that they and others like. The objective of the exhibition is to show that everyone has the power to remove the labels that have been slapped on to them and they have the power to choose what and who they want to be. The feeling of “deleting” such words is empowering as they are able to choose and feel confident in their own skin.
Concep t s, De si g n & C o n clu s io n s Campaign Flow - Awareness Additionally, attendees of the event could bring home a poster as a token from the event. The poster is inspired by Word Find puzzle. In this puzzles, multiple positive and empowering words can be found. The individual can choose which word that she likes and highlight it. The proposed use for the poster is for the individual to identify with the word that she likes and proceed to hang it up on their wall as a constant reminder that they are the word that like. Lastly, a similar style of Word Find on the back of a t-shirt will be at the exhibition. can be given to the general public or it can also serve as the uniform for the crew members working at this exhibition. For example, crew members can be sporting the t-shirt with the Palmolive brand name highlighted in the middle of the word find puzzle.
Campaign Flow - Packaging Call for action: Packaging To further enforce the power of “deleting� labels, the group proposes to have customisable packaging for their Palmolive shampoo bottles. This packaging is intended to be limited edition or available at the interactive exhibition event. It can serve as a token or freebie from the event and carry on the positive message from the exhibition.
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Campaign Flow - Social Movement In the final stage, we proposed to have a hashtag #IAM to circulate around Instagram for people to show off their limited edition Palmolive products, exhibition and or a selfie of themselves to show that they relate to the movement. The purpose of the hashtag is to help women realised that they could choose who they want to be and be comfortable in their own skin. The #IAM hashtag can be customised to whatever the individual want. For example, #IAMME (I am me), #IAMFEMALE (I am female).
Conclusion In conclusion, through our research, we learn that words carry a lot of meaning for everyone, especially labels. We understand that words can carry loaded meanings, negative or positive emotions and it could almost define an individual. The purpose of this campaign is to let women understand they have the power over their own lives and realise that labels do not mean anything. Additionally, it is also to allow them an opportunity to remove the labels about themselves and feel liberated, empowered and comfortable in their own skin.
Concep t s, De si g n & C o n clu s io n s Past Concepts
A Wo r l d Wi t ho u t Wo m a n
Background Let’s imagine that one day we realise that there is no more women in this world. How different would the world be? Would the world be what it is today or would it be completely different? In this campaign, the purpose is to show that women are important in everyone’s life and to bring realisation to women that they are more than just another sex in this world. Also, to show that women are not inferior to the opposite sex and are equals to their male counterparts.
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Campaign Flow - Awareness: Online Video The first stage of this campaign is to put out an online video that shows an alternate universe on earth that shows that there are no more women. The theme of the video is to show the “woman extinction” to highlight the benefits and importance of having a woman in one’s life. For example, it will show the different scenarios that will hint the non-existence for woman on earth such as having only male toilets, male character toys, male family figures (such as mothers, grandmothers, sisters, aunts) and typically woman’s job be replaced by men. The purpose of the video is to show that a hyper-masculine and male-dominated environment is not balanced and having a womanly figure in each aspect of this is important. This video serves to show that women are more than just a tool and serves as a feminine energy that is needed to balance out the extreme. For example, a woman is important for any individual as the feminine nature in them helps to nurture and care that generally a male is not expected to do. It is to show that women is special and there are only things that only woman can do. Such as being a nurturing mother and inspiration for their children and everyone around them by being selfless and strong.
Concep t s, De si g n & C o n clu s io n s
Campaign Flow - Movement: No Woman Day The movement proposed for this campaign is to introduce a “No Woman’s Day” where women are encouraged to dress masculine to replicate the alternate universe in the online video. This movement is geared towards empowering women to know that they are special in everyone’s life and also to show that they can be equals with men without being judged by their gender. This move can also address the underlying societal issue such as gender gap and the “glass ceiling” that women constantly faced in the current society. By creating an equal playing ground, the movement prompts the society to start a conversation about such gender issues and discuss to better improve working situations for women and make them feel empowered by their abilities instead of their gender.
Conclusion In conclusion for A World Without Women, individuals often discover something when something is lost. It is to show that everyone is important and everyone has an added value to help in creating a wholesome person. Such as a mother is important in a child’s life and growth as she is able to nurture them into the person they are today. Additionally, this campaign hopes that women are able to gain the respect that they rightful deserve by understanding the sacrifice they have given to the people around them and also as an individual. This respect is needed as it creates a society in which everyone is equals and are judged by the abilities and not their gender.
03 Past Concepts
Be Th e S p a r k Background In the current society, everyone is very tech savvy and is connected to the majority of social media applications. There has been a boom of key opinion leaders, Instagram models, “hypebeast” that created much envy to most of the common people that many aspire to be just like that. However, in a society that only shares the best of their lives and curates almost every detail of that “online” persona, there has been almost a need to be fake to be accepted in this community. Despite the flaws of social media, the advantage of the online community is that people tend to be much more honest to people that they do know compared to the people that they know personally. Therefore, in this current social media connected society, is there a place for a person to share their most private and vulnerable thoughts online without being judged and have a supportive network of people standing by you?
Concep t s, De si g n & C o n clu s io n s Campaign Flow - Product: Phone App The campaign would promote a new app that is developed by Palmolive that is made by women for women. In this app, users will be kept anonymous to protect their identity which is to provide a safe space for the users to talk about their feelings. The app is inspired by other existing applications and community such as Whisper and FML. In these two communities, the user is left anonymous which allows the user to be very open and honest with their thoughts. Users are able, to be honest, and have a general peace of mind because it does not have any link to the real person on the other side of the phone because in these apps there are not profiles needed. Therefore, the content on these apps and communities are very honest and raw which makes it really relatable to the common folks.
03 Campaign Flow - Guerilla Advertising For this campaign, the team understands that no one would be willing to download any more mobile apps on their phones and had to look for alternatives to bring the execution offline to make an impact on our target demographic. The execution needed to be fast and simple which was why the proposed medium for the guerilla advertising would be the use of QR codes. We explored the different women demographics and identify the locations with the highest concentration. There was an opportunity to bring the QR codes alive in alternative ways such as using the sun to cast a shadow on an installation which would then show the code effectively. Thus, making the code into an interesting happening that would create some talk about it. Additionally, an opportunity in demographics is office ladies that are working in places such as Central, Kwun Tong and Quarry Bay. These high rise offices are surrounded by each other and one can see the opposite side by taking a trip to the panty or across the office. The opportunity to alleviate the QR code advertising to windows of offices which would create an interesting sight and also gives higher exposure of the campaign.
Concep t s, De si g n & C o n clu s io n s Campaign Flow - Online Strategy & Collaboration For the online strategy of the campaign, a PR aspect is needed to create an awareness of the app and also create some content to talk and discuss the topics that have been a concern for women. Content that is talked about in the app can potentially identify and create a conversation on topics that most online communities are unwilling to talk about. Thus, it would help the organisation proposed for the PR to create more relevant and updated content on this issue. The proposed organisation for this campaign would be an online magazine called HOKKFABRICA. This online magazine is from Hong Kong and writes content about fashion, art and culture. Additionally, it has a special section in its magazine talking exclusively about women. This section is under their culture tab with the name “Her Story�. In this section of the magazine, the organisation interviews different women for their thoughts, writes stories on current women issues and create awareness on topics that women face.
Conclusion This campaign is focused on allowing women to talk freely about their feelings and private thoughts without the potential judgment that they might face from their own peers. By giving this platform that allows such communication allows females to talk freely about their problems and concerns. The main objective of this campaign is to highlight issues that are current and of concern by the female demographic in Hong Kong. By highlighting such issues open doors for improvement and growth.
03 Past Concepts
One o f a K i n d Background “One of a Kind” is being special, unique and stand out from the crowd. Women want to be treated and feel special about themselves. However, women need to feel supported at the same time. They need to feel that someone can embrace their weirdness, quirks and be accepted as they are. For women to be able to feel confident in their own skin is empowering and be unapologetic about who they are. By rallying together with like-minded people allows people to realise that there is a group of women that are different from what society has or expected them to be. This campaign focuses on strength by numbers and thus giving the women a stronger voice to be heard.
Campaign Flow - Deliver the message The first stage of the campaign is to deliver a message to all the women that they are able to stand out the crowd and be celebrated for their uniqueness. The proposed execution for this stage is to produce a series of posters. The inspiration for these posters is similar to the ones of “Where is Waldo”. Instead of finding “Waldo” which is to blend into the crowd, the poster will highlight the uniqueness and specialness of one character into the poster. This poster will be an “anti-Waldo” by making the main subject very obvious. The poster carries the message to empower women that they can stand out of the crowd by their own ability and they do not need to blend into their surroundings. This is to allow them to realise that they are able to embrace their “one of a kind” aspect of themselves.
Concep t s, De si g n & C o n clu s io n s Campaign Flow - Movement The movement for this campaign is to create a community of like-minded women to join as a kind of a “girls club�. The purpose of this club is to create a safe place for women to embrace their quirks and uniqueness without any judgement or prejudice placed upon them. Through research, we find that everyone would want to find a sense of belonging and by being one of a kind makes it harder for them to find a social group that would accept them. By having this club, women that could not find or identify a group of people they belong to can find a sense of belongingness with this group. With this group, they could further empower other women to be different and support each other with their struggles and difficulties that they might face in their daily lives. This is to help and be the extra pillar of support that women would possibly need and appreciate to have.
Conclusion In conclusion, creating a platform that allows women to share support and be the pillar for other women and meeting other like-minded individuals help create a community. To feel that one belongs in a social group helps with the confidence and allow each individual to empower by both giving and receiving. Additionally, this campaign aims to celebrate the differences in each individual while being together to be comfortable in their own skin. By being confident of each aspect of themselves is beyond skin deep which can directly affect the confidence and self-esteem of the individual.
03 Past Concepts
My M o t h e r N at u re Background When one thinks about women, the majority of people would think about a female individual or a female figure in their life. There is another type of women that majority of the people forget which is Mother Nature and whatever we do directly affect us unless something is done to stop it. My Mother Nature aims to aspire other women to be at the forefront of change and be the leaders in sustainable change. This campaign allows for women to be front and centre of this environmental change and showcase their means and abilities to make this change. We believe that women feel truly beautiful and powerful when they are able to make a change in their surroundings. This will allow them to make a mark for themselves and also inspire the peers around them to do the same.
Campaign Flow - Arousing attention In a city like Hong Kong, greenery is almost exclusively kept in public parks, mountains and gardens other than the trees that sometimes line the streets. The city is generally seen as a concrete jungle that has completely replaced the nature. To arouse the attention of the general public when greenery is woven into the city to create that mother nature still exists in this concrete jungle. To create a happening such as this will allow for conversations to take place and also a location for everyone to admire the greenery that is very absent in Hong Kong downtown. This will allow the general public to take photos and tagging the brand online which would then create a trending hashtag on social media. Hopefully, this would then help create awareness of the environmental issue at hand and encourage the people of Hong Kong to lead a more sustainable lifestyle.
Concep t s, De si g n & C o n clu s io n s
Campaign Flow - Documentary To continue the trend of women involved in this campaign, we proposed for creative women to take part in making a documentary on this happening and also address other issues regarding sustainability and women social issues. We propose to invite female directors, artist, blogger and creatives to take part in this documentary talking about such issues. Directors can lead the production of the documentary and artists can create a mural or artworks with the theme of mother nature and sustainability in mind. Additionally, bloggers can help create a conversation of the issue at hand and also create the PR element for the brand. This would further drive the message of women and “mother nature� of the campaign to the general public. It also allows and gives a platform for these women to talk about these issues to empower the general women to embrace this kind of lifestyle and be a role model to them.
03 Campaign Flow - Lasting Solutions For this campaign, lasting solutions to continue with the theme of sustainability and how they can help “mother nature” is to create a few avenues for the general public to learn and understand this lifestyle. For example, a Green Leader programme can help key opinion leaders and eco-enthusiast to teach the general public about the lifestyle and also can be used as a platform to learn from each other. Additionally, content from these programmes can potentially lead to creating a sustainable magazine that promotes this lifestyle. Lastly, Palmolive can have a direct impact on this issue by creating a sustainable product packaging that can be biodegradable. This will allow the brand to directly make a difference to the environmental issue.
Conclusion In conclusion, this campaign is talking about female empowerment by caring for and improving the situation of “mother nature”. Mother Nature in this context is regarded as a female and she too needs to be empowered as well. By having women who are passionate about sustainability, it allows women to stand up together to serve a greater purpose. Lastly, by having a corporate social responsibility for the environment allows Palmolive to directly make a difference for the environment. Thus bringing the brand out of the beauty care product category and into the culture and environmental category. As Palmolive is one of the evergreen beauty product in the market, it would create a very good PR image on the public. It also allows the brand to have a bigger voice on these environmental issues.
Concep t s, De si g n & C o n clu s io n s Feedback by clients (Red Fuse) Each team presented with 5 ideas during the interim presentation at Red Fuse agency on the 12th October 2018. The client, Red Fuse, would pick two ideas and concept that is presented for the team to continue developing for the final presentation. After the presentation, the client reviewed the presentation can give some feedback to each team and selected the two concepts for each group to work on. The general feedback for the teams was to include a slide to explain the teams’ interpretation of the strategy to create link between the creative idea and the original brief. For the advertising team, the client has chosen for us to work on a concept that was a combination of “Be the Spark” and “One of a Kind”. The like the idea of creating a community of women by women for women’s needs. The clients suggested for us to take another angle in creating the platform that adheres to the theme of supporting each other’s differences so that they could stand out to be the spark. Therefore, this new platform that we should be working on would feel like a network of encouragement for women. Additionally, they requested to have another concept that would promote their corporate social responsibility (CSR). They would want a mission-based idea that would create a positive mindset that to make a change for good. In this CSR, the concept should target developing markets and create a social responsibility for the brand. Additionally, another objective to this concept is to bring a positive mindset to their target market that would be a better initiative than saving the environment.
03 Reworked Conceptt
Gi r l Ta l k (Be t h e s p a r k + O n e of a kind) This concept is a combination of Be the Spark and One of a Kind that was presented in the interim presentations.
Human Insights Women are able to spark when they feel good about themselves and when they are able to shine from within. Many women feel like that they do not get enough emotional support from the people in their lives such as their family and friends. Hong Kong is a very fast paced city which leads to people neglecting their emotional needs to keep up with their lives. The neglect of their emotional wellbeing can affect their self-esteem and confidence in going on with their daily life. Women need support from other women to move above and beyond to remind themselves and feel worthy, beautiful and empowered. Women value the opinions of other women and a compliment, smile or any kind of positive gesture can affect and make a person’s day. It is time for women to be the spark, and ignite the power of femininity together.
Concep t s, De si g n & C o n clu s io n s
Campaign Flow - Mobile App We developed a branding for the mobile app and it is called Girl Talk. The app will feature many categories that women are able to go in and talk about. With research, we find out if there should be any motivation for an individual to download the app and find that if we were to give some proposed benefits, it might be able to work. The primary benefit of downloading the app and joining this community of women is to have a sense of belongingness to a group of like-minded people and learn that this sense is a strong and inevitable feeling. Additionally, we proposed for the app to have other tangible benefits for both the users and participating brands to have. For example, we proposed that users can enjoy free or discounted Palmolive beauty products to help the brand drive sales. Secondly, discounts at selected stores and establishments from participating companies to help women to support women businesses and entrepreneurs. For example, if there was a cafe that belongs to a woman, it will help increase sales for the business and also help facilitate to bring a group of people that met online to meet in real life to establish real connections.
03 Campaign Flow - Outdoor Advertising Before the app is launch, there is a need to create some buzz for the general public to learn about the existence of the app and campaign. The aim is to have facts and statistics on these posters that will be strategically placed in the public area to invoke some reaction from the women demographic. In content of these posters is to highlight the feelings, thoughts and emotion that women might have that have been overlooked. We would like for these posters to trigger some form of reaction for them to be curious about these apps and go on online to talk about them. Thus creating a community of women who would pioneer in creating change in society.
Concep t s, De si g n & C o n clu s io n s Campaign Flow - QR Code The QR code is a continuation of outdoor advertising. These two parts of the campaign will happen simultaneously to arouse the curiosity of the female demographic to download the app. Through observation and research, we find that it is almost impossible to force a person to download any more mobile applications on to their phone. However, if we would create a sense of curiosity in the public, they would want to scan that code and learn about it. By creating a very different approach to the advertising, it would then create hype and thus some virality in them to get people curious and join this community.
Campaign Flow - Street Event After consulting with our tutor, we learn that safety and security is a major issue that should be addressed and how we can create a women-only app. The solution to making sure that the only people signing up for the app are female, a street event would take place for street recruitment. We proposed to have street recruitment at events that there will be a high concentration of female attendees such as World Female Day or even music events such as Clockenflap. In each different event, it can target different age demographic to join these apps. Additionally, by having Palmolive setting up a booth in these events will help create a brand presence in the general public. Lastly, to have a street event would help with the PR aspect of the campaign as there would be people taking photos and tagging the brand on social media sites which would further arouse more attention and curiosity to join the community.
03 Campaign Flow - Outdoor Installation The final stage of the campaign is to have an outdoor installation and exhibition. This final stage of the installation would happen a little later after the app has been launched and used by the users. The content of this event would come directly from the app and create a room full of thoughts of the users on the current social issues and troubles that a woman in Hong Kong face. The outdoor installation can happen in open area places such as Time Square, Central or any place that has a high concentration of human traffic. The exhibition can be called Her Story as it showcases the stories of real women about their thoughts and struggles that they face. It opens up a new perspective that people can take a peek into and also realise that there are other people who face the same issues. Additionally, this exhibition can highlight the issues that need to be talked about and discuss to better improve their quality of life.
Conclusion Girl Talk aims for women to understand they are not alone and there is an available platform for them to talk about these issues freely without being judged. There are certain issues that are constantly faced by women that can only be empathised and understood by other women. By creating this community, women can empower other women by supporting their emotional needs and being a friend. This help women feel that they are not alone and they can be part of something unique that is only exclusively felt in a group of girlfriends. Strength by numbers allows women to openly express their opinions and understand that there can be a chance for change. Therefore, women should not be afraid of being themselves and fear of the judgment that they might face when there is such a platform available to them.
Conce p t s, De si g n & C o n clu s io n s Reworked Conceptt
The Bu b b l e B u s ( C S R ) Human Insights According to the World Health Organisation in 2014, it estimates that 842,000 deaths per year are attributed to unsafe water supply, sanitation and hygiene in mostly low-income countries. In developing and underdeveloped countries, water and sanitation is a big problem that they constantly face and are unable to feel clean. When compared to developed cities, water is taken advantage as we have easy access to them. Access to clean water and sanitation is a human right. For women, to be and feel clean would equal to dignity and self-esteem. Which would then lead to self-respect. Women should be able to be confident and comfortable in their own skin. When a woman feels pampered and fresh, they would have one less thing to worry about in their day which would allow them to direct their focus on other issues that they are dealing with. By giving the opportunity for women to have access to this kind of facilities will greatly improve their confidence and feel beautiful. These women can feel empowered to live their lives better with renewed confidence. This campaign focuses on developing and underdeveloped countries such as India, the Philippines, Cambodia, Nepal, Indonesia and Vietnam.
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Campaign Flow - Guerilla Advertising (Water repellant paint, Balloon marker, Bubbles) In developing and underdeveloped cities, traditional advertising such as billboards and poster might not be able to reach the target demographic intended as there might be none. However, in these cities and rural areas have some similarities that we have found. For example, water sources are most likely fetched from water wells or tanks instead of having running tap water. In such areas, spills are common and in some countries, the people would clean themselves and other household appliances there. By having water repellant paint on the floor of these areas would be interesting as the advertisement would only be visible when the surface is wet. This would then arouse some curiosity of the people around the area and create some talk about the upcoming event. The balloon marker serves as a mark for people to identify the location of the bus when it arrives. The balloon is inspired by the marker that we usually see on Google maps to pinpoint the exact location of something. Additionally, as the areas that we want to focus might not have clear directions on getting there, a balloon marker would allow neighbouring communities to come over and try the bubble bus. For this campaign, we propose for the balloon marker to be placed in the location 48 or more hours prior to the bus arrival. Lastly, the bus would expel bubbles while on route to the marker’s location. The bubbles would carry the smell of the Palmolive products. This will create a trail of smell in which people can follow as well. This is inspired by ice cream trucks that would visit residences and one of the iconic markers of the truck is its jingle it will play while on route to their next destination for the public to know that they are coming.
Concep t s, De si g n & C o n clu s io n s Campaign Flow - Shine (Bubble Bus) The branding of the bus is Shine: Inside and Out. The message of the bus is that women should be able to shine from within by being able to shine from the outside as well. As hygiene is the issue that we are trying to address, the bus can also be referred to as the bubble bus as bubbles are commonly related to soaps and showering. The bus is divided into two section. The first section of the bus is for showering. This part of the bus allows women in such communities to have access to clean water and have a good shower. The bus would also provide the beauty care products that are needed to be clean such as shampoos, body soaps and other showering need. By having such products on board the bus allows these women to try Palmolive products before they make a commitment to invest in the bigger size products. Through our research, we find that in countries such as India that hygiene products are generally bought in sachets as they are more affordable and people are unwilling to commit themselves to a big bottle. The second part of the bus would be the pampering area which would allow women to get beauty treatments such as facials, hair or even haircuts. This will help women feel pampered and beautiful about their appearance. By feeling and looking good, women are able to feel empowered by themselves and hopefully feel confident going on the rest of the day.
03 Campaign Flow - Retainer As one of the benefits of using the bubble bus other than getting clean water and better showering facilities, participants will be able to take home a set of toileries for them to continue using them. The set of toiletries would include a bucket that has been remade using recycled shampoo bottles, beauty care products and towels to help with the showering experience. In developing countries, pampering rooms would be built with access to clean water. These rooms are to be made a permanent fixture in these areas and would allow women to enter freely. This would be an upgrade of the current toilet that is available to them in their respective countries. These rooms aim to be to a spa room which would allow women in these communities to relax and pamper themselves. In underdeveloped countries, access to water is the top priority. We propose for Palmolive to have a lasting solution by building clean water wells for communities in these countries to have direct access to. By having wells will ensure that these communities do not have any shortage of safe water for drinking and hygiene. Thus, decreasing the problems that can be contracted by unclean water.
Campaign Flow - Documentary The documentary will follow the bus in the different countries and areas to highlight the water problem that they are facing. With Palmolive backing up this movement, it will allow for other NGO’s and government bodies to come together to solve this issue. The documentary also serves as good PR for the brand as it becomes an ambassador of hygiene, water and women at the same time. The aim of the documentary is to show the rest of the world that water is an issue in such countries and with Palmolive backing up this initiative, it helps increase their corporate social responsibility. Conclusion In conclusion, water and sanitation are very important to a human. Women especially need to groom themselves to look presentable and beautiful. Being beautiful is important for women as it can directly affect their self-esteem, confidence and dignity. By having this corporate social responsibility, Palmolive can directly make a difference to these women and communities by letting them feel empowered in their own skin by feeling clean.
04 Reflection
Reflect i o n
LEUNG Tsz Wan, VL In this COOP Project, I think of my role as the coordinator in the group. Since our group has an exchange student, some of the group mates laid their trust on me regarding the communication between Hong Kong students and exchange student. I often get in touch with the exchange student and talked to her about the project progress and exchange ideas. As this is also an advertising-driven project, I would also consider myself as one of the creatives in the team. Giving out ideas and refining details have become a common and usual task throughout this 10 weeks time. Our team mainly focused on generating creative ideas for the brand, and how can the strategy go well on this creative platform. To me, being an advertising student in this project has an edge as we are very familiar with coming up creative ideas. However, we also share the weakness of linking the strategies and the ideas together, in order to form a very complete and comprehensive campaign. Even though the project has been remaining in the stage of ideation and conceptualisation in a long time, we still felt a lot of struggle coming up each week, as there is a lot of unsolved problem and missing linkages between the fragments of ideas. These have kept us from moving forward to the final step of the campaign. Facing all these frustrations, we tried to step back and shift our focus from what we want to be creative about, to what the people need in the targeted areas. It is important that we can create awareness on this campaign. However, an even more effective way to make it work is back to basic and see the needs of the target groups. Then we tried to focus on that and conduct endless research, that helped us to find new directions and came up with something new by looking at human behaviour and facts. I found that it is crucial for everyone to understand what their strengths are and work on what they are good at. In this way, jobs can be done in a much more effective way. On the other hand, communication is essential in a team. Sometimes, miscommunication between different teammates can create unnecessary workload or waste of effort. It is a bit pity that our project was not able to fully collaborate with students in other streams. I believe it will be more interesting if we can work with people from other disciplines and understand their strengths. In that case, the final outcome might be even more comprehensive and creative in various aspects/executions.
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Mai Suen Ching, Mai My role in the cooperate project is the art director. In this 10 weeks, I mainly focus on the part of creative and the art direction. Actually, I am not good at presenting. Therefore, I decide to focus on the part of art direction and let my groupmates to responsible for the part of presenting. I think that we got a great job in divide the workload during these 10 weeks. For each groupmate, we got different strength and weakness. After the first few weeks, I found out that each person got different talent in various areas. Therefore, we decided to divide the work in different parts and each groupmate could concentrate on the part which based on their strength. For the result, it shows that it makes the whole process of work more efficient and got a good result after the final present. In conclude, I think our group cooperate in a good way during this project. For advertising students, I thought this project was a good way for us to train our thinking process and skills. Also, it provided a chance for us to understand a real satiation in the advertising industry in Hong Kong. During this 10 weeks, our group kept communicating with various creative ideas. Actually, we both felt a little bit confused about this topic and what should we do for the further direction. However, we could find the direction after interims presentation with the client. I thought the big challenge of this project is how to summarize different information and how to make good use of these information in deciding the direction. Femininity was a very large topic, we had to do lots of research about this and found out what was the possibility of our campaign. Our group spent lots of time in doing the research part. I thought research was quite important of doing a campaign. It was because a great campaign only came out from a detail and complete research based.
Reflect i o n Frida Ravn Abildgaardt In this project I see my general role as being the creative. I am good at coming up with ideas and concepts, and then later structuring an overview. It is a strength of mine to come up with ideas on the spot, but linking these ideas together with a proper human insight and a movement is a skill which has proven more demanding throughout this project. The cooperative project has, undoubtedly, given me an insight into the advertising world that I haven’t experienced beforehand. From the beginning, working with a real life client has added a definite seriousness to the brief. It was a professionally educational experience to meet the people at Redfuse and to be handed the responsibility of a real world brief has no doubt given me invaluable proficiency in professional practice. The theme struck a chord with me, as women’s empowerment is an issue I’m incredibly passionate about. But my closeness to the subject also made more me emotionally invested in having a successful outcome in the end. This emotional investment might have been a bit of an obstacle for me initially, but over time it became easier for me to look beyond my own expectations and adopt a more pragmatic approach to the process and the possible outcomes. At my home university group work is a seldom practice, which has definitely been a challenge for me. I am not used to have to coordinate a group effort and having an outside status made it difficult for me to feel at home in the group. Communications is also a vital part of well-functioning group work. The communication for me mostly went through one of the group members, who functioned as a medium between the rest of the group and myself. Looking back, I wished it would have been possible for all of us to communicate freely within the group, but unfortunately language proved a bit of a barrier in this area. This barrier was also evident for me during group brainstorms and when discussing the evolvement of the ideas we were moving forward with. Working methods and different modes of ideation also became an obvious gap between the group and myself. The other advertising students were obviously more used to structure the concepts in stages, which is an efficient way of creating a clearer overview of the idea as a whole. This method is something I will certainly take with me when I return to my home university. Nonetheless, it was testing for me to work with fourth year advertising students, having limited advertising experience beforehand. It might have been a more flowing transition, had I also been able to collaborate more with the other disciplines – especially communication design which seems to have a lot of similarities with my course back in London. I believe that if some measures had been taken to encourage exchanges of ideas and advancements between the different disciplines, I would have had more of an insight into how the other students worked and perhaps the whole co-op group would have had a more close-knit atmosphere.
04
Chau Hoi Ting, Heidi To be honest, I didn’t know anything about the brand “Palmolive” of our client before this project. This course gave me a chance to establish a strategy and message for the brand after doing research on understanding how the audiences feel about “Girl’s Power”, which I have really learnt a lot from that. In this Cooperative Project, we separated our whole team into three groups according to their own discipline, which we can learn from other discipline directly from their ideas presentation and execution. In my advertising group, I participated in the ideas developing sections and the art based sections (mock-up). We separated our ideas into different parts and we be responsible for each parts of the ideas, which made our working process more easy and smooth. We discussed the ideas and developed the messages into varies executions. However, communication are one of the biggest challenge for us. As there are two non-local students in our group, which means we need to communicate our ideas in English. Some meanings of the ideas cannot be translate directly and we need to spend extra time on communicating. Therefore, we tried to understand the culture differences between the local and exchange students through out the whole discussion and tried to elaborate more on the ideas we generated. Moreover, both the insights of team building, creative collaboration or design management are gained after this project. I learned that creative ideas are important but satisfying the needs of our target audiences and clients are much more important, as we are delivering messages to them and we needed to gain their responses. I think there is a good time management in our team also, as we finished most of our work before deadline and we also spared out some time for discussion to improve our ideas. Overall, I felt enjoyable and lots of fun in this project, not just gain my knowledge of Palmolive company or the perspective of our target audiences on “Femininity” and “Girl’s Power”, but also the ideas developing and the time I spend with my group mates.
Reflect i o n
Nadya Fernandez In this project, I generally see myself as the strategist in the group and come out with the possible executions for each idea. I enjoy coming up with strategies and have a particular interest in guerilla advertising. I felt that I was able to that in this project. Before joining this team, I was drawn to the idea of having an all-female team and the concept of empowering women was very intriguing to me. Initially, I had little understanding of the brand as I was very unfamiliar with it and was confused as to why the brand would like to take such a bold step out of their product category. Femininity to me was not unfamiliar as I grew up and educated in an all-girl school back in my home country. After doing research on this topic, I find that there was a fine line between feminity and feminism. What I found really interesting is that feminity and feminism was such a loaded term that everytime another classmate was to ask which group I belonged to for this module, their reaction was oddly to mock at the group name and the social issue that we were dealing with. Being part of this group made me aware of all the amazing women I get to work with and their talents that they have brought forth to make this project somewhat a reality. It is interesting to see the differences between the local, international and exchange students and how our group became a melting pot of ideas and opinions. In every group, there is always a positive and negative downside to it but I am glad that were able to put aside our differences to make this happen. As an advertising student, I find this opportunity to work with a client really fun as there is a challenge to be solved. In the past, when we presented to clients in school, feedback was generally vague and was unable to identify points of strengths and weaknesses in our campaigns. I felt that it was a pity that we were not able to collaborate with other disciplines as it would have created a much more interesting pot of thoughts and opinions. Overall, I find this project really fun and I am glad to be able to spend the past 10 weeks with awesome teammates.
04
Chau Hoi Ting
Nadya Fernandez
Mai Suen Ching
LEUNG Tsz Wan
Frida Ravn Abildgaardt
Women do not have power over men, but over themselves.
and it starts, with