Spikes Asia

'Di Ka Nag-iisa (You Are Not Alone)

WUNDERMAN THOMPSON, Makati / JOHNSON & JOHNSON / 2023

Presentation Image
Supporting Content
Case Film

Overview

Entries

Credits

Overview

Background

Mother’s Day in the Philippines is the time of the year where brands celebrate and honor mothers. But what is usually featured in Philippine media are mothers that are biologically-born females and typically part of a nuclear family. Motherhood roles are evolving and as a brand that has always lifted up all moms, Johnson's wanted to make a stand by highlighting the single commonality that makes a true mom: love. We wanted to deliver a strong Mother's Day message through a campaign showcasing the spectrum of moms, focusing on the love they give that's as valid as any other mom's love.

Idea

Love is thicker than blood. No matter what they’re called and no matter what society or tradition dictates or thinks, a mothers true, unconventional love trumps all rules, boundaries, and labels. For the genuine and utmost love they give amidst the noise surrounding them, we remind all moms, ‘Di Ka Nag-iisa (you are not alone).

Strategy

At the very core of the brand is the commitment to support mothers, and Johnson’s Baby wanted to show that support by making a stand for every kind of mother through a powerful and heartfelt Mother’s Day film that shows how a mother's true, unconditional love is thicker than blood for it trumps all rules, boundaries, and labels.

Execution

The film was designed to form an inclusive, emotional connection with all types of mothers that featured one of the ways all mothers make their love felt: a lullaby, as lullabies are perceived to strengthen the emotional bond between a mother and child. The main film not only featured a brand original lullaby, but also put a spotlight on “unconventional” or “untraditional” moms that aren’t usually featured in the ads that typically surrounds Mother’s Day in the country.

Outcome

Love is what makes a mom, a mom, and ‘Di Ka Nag-iisa formed an inclusive, emotional connection with all types of moms. This resulted in significant gains for the brand. Shares increased for Bath & Lotion in May 2022 vs. previous period with offtake reaching the highest level since March 2020.Exceeded the projected True Reach value (1,170,085) with an actual True Reach value of 1,475,356. ‘Di Ka Nag-iisa made a meaningful and lasting impact to not just the numbers but to mothers as well.

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