Joy’s platform is ‘surprisingly small, surprisingly powerful”. That has turned out to be a great launchpad for a campaign by Grey Group Malaysia.

Working mums often feel that they don’t have enough time for the moments of joy with their kids.

The campaign shows them it’s just about recognising the ‘surprisingly small, surprisingly powerful’ moments of joy they’re already giving them.

The campaign begins with a social experiment film in which mums are asked, ‘What do you do that makes your child happiest?’ The same question is then asked separately to their children. Of course, the kids throw up some surprising (tear-jerker) responses.

The film then drives mums to a microsite where they can make their own personal pledge to their children. This may be redeemed in selected stores for a personalised Joy product.

The campaign is also geared to underline Joy’s core benefit – that its ‘clean in just one wash’ formula saves time every day – which mums can spend on more Moments of Joy with their children. The tagline, Giving you more time for the things that matter most, makes sure that message is delivered.

“Much of being a working mum is about balance and we all want to give our kids as much quality time as possible. With the Moments of Joy campaign, we wanted to explore that balance and uncover some truths about just what matters most to our children. We then took these findings and created a full in-store, digital and social campaign that focuses on empowering mums to create more of these small but powerful moments,” Graham Drew, executive creative director of Grey Group Malaysia, commented.

Creative credits:

Agency: Grey Group Malaysia

Executive creative director: Graham Drew

Creative director: Ramanjit Singh Gulati

Copywriter: Graham Drew,

Art director: Naved Siddiqui

Advocate marketing agency: Advocacy

Digital agency: Hypermedia

Production company: Playhouse Pictures

Director: Henry Ooi

Executive producer: Carrisa Shah