Olay shines light on the dual role single moms play


Skincare brand Olay has launched a short film titled "Olay Monster" to create awareness around the dual role women play in life. This comes in line with Olay's partnership with Lazada for Super Brand Day, as the beauty brand aims to give recognition to women as well as allow this demographic group to gain easy online access to Olay products across six Southeast Asia markets. The film revolves around parenting, which is one of the toughest roles women take on and the effort it takes to do it on their own.

Done in collaboration with Grey Singapore, the spot will be rolled out across the Southeast Asia region, allowing the agency to leverage on its borderless strategy, and incorporate local language, insights and cultural nuances from its offices in Philippines, Indonesia, Thailand and Vietnam.

Alexandra Vogler, associate director of Procter & Gamble Beauty, digital transformation and communications said by sharing the story featured in the Olay Monster film, P&G aims to inspire more people to see doubling up on responsibilities as a strength and ultimately for women to live their lives fearlessly.

“It has been a very effective collaboration with Olay. It shines a light on the unspoken struggles of working moms, either single or with a partner. An emotional film about a woman’s multi-dimensional role which I hope will raise awareness around the difficulties one can face in their everyday lives,” said Brenda Chung, SVP, global business director Grey Group Singapore.

Credit list:
Client: Procter & Gamble
Client campaign partner: Lazada Group
Creative agency: Grey Group (Singapore, Philippines, Indonesia, Thailand and Vietnam)
Film production: Imagineka Productions and WeCre8 Worldwide
Post production: Hogarth Worldwide
Audio production: Hit Productions Inc.