Sunlight’s mission is to ease the burden of housework, helping women transform their lives by liberating them from the time consuming dishwashing chore.

The Vietnamese women in Sunlight’s audience have been instilled with a sense of self-less giving, triggered by the post-war era in which they have been brought up. As self-reward is perceived as selfish, the women in the target demographic remove this trait from their mindset.

Sunlight felt the need to bring in a more progressive attitude to the forefront, by liberating women from household chores and opening their eyes to a life beyond the kitchen.

The brand wants to push women to explore their full potential and provide a sense of recognition that their time is important.

The campaign was spearheaded by an online film that was supported by a social debate using influencers to get people involved with the cause. The debate saw lively differences of opinion between modern and traditional mothers. Male influencers jumped into the conversation as well. The story was picked up by traditional media who featured the topic as a social issue.

We collaborated with psychologist Dr. Pepper to create articles and conduct on-ground workshops with women where they discussed their aspirations for a more balanced and fulfilling life. Dr. Pepper helped to offer them solutions and advice from a psychological standpoint.

On social media, women pledged to a “life over chores” and shared moments they spent doing what they love. As a reward of a time well spent, we gave every woman spirit prizes, such as spa and restaurant vouchers for women to indulge themselves.