Scott’s, which is a cod liver oil range of emulsions, part of GSK Consumer Healthcare brand portfolio, has launched a new campaign to celebrate mothers.
The campaign, created by Grey Singapore runs across Indonesia, Thailand, Malaysia, Singapore, and Hong Kong. As part of the campaign, a long format online video was launched. The campaign captures the moments from the lives of mothers and their children.Together with the brand, the agency has also coined the term #MOMAZING.
Watch the video here:
The 360 campaign will feature 30- second market-specific TVCs, and online digital and social activations. The digital and social media elements will drive the audience to the video. The campaign will also launch new online content that will provide additional product information and encourage user participation.
The campaign encourages daily usage by linking the product benefits of Scott’s – namely: the proven impact of DHA and Omega-3 on supporting normal brain function and mental performance – with the word #MOMAZING.
“Driving a strong emotional connection with mums is vital to how we will grow our brand. By demonstrating our commitment to helping them support the development of their children, we hope to engender trust and confidence in our product proposition. #MOMAZING is simple, specific and engaging – we are confident Scott’s mums will want to be a part of this and share their moments with us and fellow mums,” said Charles Leslie, global head of vitamins, minerals & supplements, GSK Consumer Healthcare.
“We aim to create a movement. The campaign is designed to position Scott’s as a partner to mothers, accompanying them on their child’s developmental journey, giving them the opportunity to share their #MOMAZING moments, stories and pictures. Something mothers do already – but now they have one simple word and hashtag to link it all up, brought to you by Scott’s,” Till Hohmann, Executive Creative Director at GREY Group Asia Pacific said.
Executive Creative Director & Vice President: Till Hohmann
Creative Director: Antonio Bonifacio
Copywriter: Andrew Siebert
Art Director: Darren Leong
Senior Graphic Designer: Luis Fabra
Associate Creative Director: James Li
Executive Producer: Brendan Cravitz
Senior Vice President, Global Account Director: Lynn Chow
Senior Account Director: Penelope Wetherill
Account Manager: Celestine Quek
Vice President, Global Strategy Director: Judd Labarthe
Regional Planning Director: Daria Gouskova
GreyWorks Editorial Assistant: Bobby Aguila
Regional PR & Corp Communications Director: Huma Qureshi
Director: Kathi Prosser
Production House: The Sweet Shop, Bangkok
Producer: Daniel Ho
Executive Producer: Claire Davidson
Global Executive Producer: Sharlene George
CEO: Paul Prince/Sharlene George
DOP: Aron Leong
Art Director: War Waruttamangkoon
Casting Director: Aoo Suthipaet
Editing & Post Production: Cutters Inc., Tokyo
Editor: Ryan McGuire/ Aika Miyake
Colourist : Eric Maurer
Finish: Yusaku Yasuda
3D Design & Animation: Modus Operandi, Philippines
Design/Animation ECD – Dave McVeigh
Art Director – Jan Leung
Animator – Wilbert Canete
Original Music & Sound Design: Yessian Music:
Composer: Christian Almiron
CCO: Brian Yessian
Sr. Producer: Jeff Fiorello
Mixers: Philippe LeSaux and Scott Gatteño