So we attempted to dispel this notion by telling the good stories behind the dirt. Using several hidden cameras, we captured several moms' expected anger at seeing their dirty kids. But as we showed the story behind the dirt, their anger quickly turned to pride.

The idea: there’s a story of goodness behind dirt, if moms will only bother to look.

To create a significant impact and rise from the clutter in the laundry category, the campaign veered away from the usual laundry executions that used problem-solution formats. The creative intent was to show raw/real situations that mothers can relate to.

The experiment involved no scripts. Just 10 hidden cameras, 1 accomplice (an old janitor), and 5 kids ages 4-6 years old, along with their mothers who had no idea about the experiment that was going to take place in their school.

The campaign launched the online film in Facebook and YouTube and zero ATL support. In a span of 1 month, the 5 minute video accumulated 24M+ views, 26M+ Unique reach, over 2M interactions (likes, comments, shares), over 200,000 shares, captured and covered by over 48 features from local & international media & news sites, and was even shared in several schools and churches, all preaching the brand and how the ad was able to teach values.

The video was identified by Campaign Asia to be the 3rd most shared video in Asia for the month of June, with the 1st and 2nd videos coming from South Asia which has a significantly bigger online population vs. the Philippines.

Brand equity scores significantly increased from 21 to 27 (SOURCE: Millward Brown).

Even more amazingly, Breeze total shares increased from 6.1% in June 2016 to 7.1% in July 2016! (SOURCE: Nielsen) That’s +1 share point in just one month!

But the biggest result is the change in moms’ perspective. They saw the goodness behind the dirt, as they saw the goodness in their children.