#LoveLaundryNight (Breeze Sakura Drama)
MERIT Influencers & Co-creationCase Film
Case Board
Creative Assets
Agency
HEPMIL Malaysia Sdn Bhd
Client
Unilever Breeze
Product/Service
Laundry Detergent
Brief
Because of longer working hours, urban Malaysians don’t do laundry in the day anymore - they do it at night.
Yet Malaysian laundry advertising continues to play on the age-old cliches of mums hanging laundry in the daytime, making it hard for Gen Z to resonate with laundry brands.
Solution
To launch Breeze 2-in-1 Silky Sakura, the detergent brand tapped on superstar creator Kimberly Chuah to jump on the “TikTok, do your thing” trend, producing a 3-episode parasocial romcom #LoveLaundryNight. Set in a 24h dobi (laundromat), Kim brought Malaysians along on her search for love, even urging them to help her find and seal her jodoh with Abang Sado.
Credit
Head Of Creative: Jasmine Tan
Creative Strategist: Muhamad Safwan, Nur Shakila
Producer: Daniel Sak
Director: Yap Lei Yee
