Dove Body Wash’s re-launch in Japan centered around its NutriumMoisture technology.

Our challenge was reconciling the science of NutriumMoisture with a brand defined by real women.

We got real women to explain the science, using something so ingrained in Japanese culture anyone could do it. A ‘haiku’. We showed real women an explanatory film and challenged them to explain NutriumMoisture back to us in a haiku.

This traditional pastime explained NutriumMoisture with a flourish of poetry, simultaneously resolving another brand problem - to shift the perception of Dove as 'cold' and 'foreign'.

The film’s success meant that from this simple idea a follow-on haiku social media campaign was developed.

JURY: Additional URLs show the original context of the video and a version with English subtitles.