Rejoice is a brand known for just one thing – giving you very smooth hair. But its passive and dated image is simply not appealing enough for the young Chinese women. In a country where there’s pressure for young woman to live up to societal and parental expectations, does it always have to be a battle to do what they want?
So on Father’s Day, we set out to redefine Rejoice: having to choose between their parents’ wishes and their dreams, we showed young women that chasing their dreams is not all about fighting head-on, but by flowing like water and smoothing out obstacles along the way.
The shoot was also a tough one. Besides having to send our GCD to the hospital in the middle of a 2 day shoot, we also had to continue our shoot outdoors in the middle of a typhoon. This is also the first time I got the opportunity to work with a composer on the full-length song featured in the video – which even got picked up by a digital radio station for broadcast after our campaign was launched!
Agency: Saatchi & Saatchi Shanghai
Executive Creative Director: Jazzy Chan
Associate Creative Director: Chanfron Zhao
Creative Group Head: Wong Shi Min