Joy: Chicken

Credits & Description:

Client:Procter & Gamble, Philippines

Brand:Joy

Title(s): Chicken,

Advertising Agency:Campaigns & Grey

Chief Creative Officer:

Ompong Remigio

Creative Director:

Noel Orosa

Associate Creative Director:

Mel Aguinaldo

Copywriter:

Noel Orosa

Art Director:

Mel Aguinaldo

Management Supervisor:

Eres Gatmaitan

Account Managers:

Christina Melchor, Rishi Mandhyan

Print Producer:

Peck Imson

Digital Graphic Artist:

Gredge Salvador

Print Studio Manager:

Eric Capongcol

Photographer:

Jeanne G. Young

Published:August 2011

Description:

Joy is the number one dishwashing brand in Philippines, yet a large number

of households do not use dishwashing product, instead they use cut-up

laundry bars for washing. The communication objective behind this campaign

for “Necktie”, “Sando” and “T-Shirt” is to break the habit of using

laundry bars on plates, by making them realize the absurdity of treating

plates like laundry.