Leo Burnett Hong Kong + Rejoice inspire lovers to keep love alive and reduce the divorce rate
Known for being a brand that advocates smoothness and love, Rejoice has launched a new provocative online film inviting people to keep love alive in times where economic and social growth come hand in hand with the alarming rise of the divorce rate in China.
Directed by veteran David Tsui, the film walks the viewer through the journey of a couple about to get a divorce as they revisit the milestones of their relationship. In just 4 weeks, it has been viewed by more than 40 million people.
“We believe that no matter how complicated relationships can be, there’s always a way to smooth things up. As a brand devoted to smoothness and love, this is a position worth taking, having a strong point of view on this cultural phenomena, “Terence Lam, P&G Greater China Haircare Marketing General Manager said.
Leo Burnett created the hashtag ‘I believe in love again’ and developed an ambitious script for the social media campaign using trivia, infographics, and key opinion leaders to keep the conversation going and push viewership for the film.
This film marks the end of the “Smooth Heart Touching Moments” digital campaign that has been running for the last few weeks in which Rejoice invited people to share and geo-tag special moments in their relationship, re-igniting feelings and celebrating love. The campaign has had 8.5 million of participants, with over 2 million moments of love shared and 17 million online interactions achieved.
Lisa Ip, Regional Brand Director for Rejoice Greater China at Leo Burnett HK said, “This is a big step forward for us in our pursuit to become a truly iconic brand, loved by people.”
Translation – Opening scene: The husband hands the wife the divorce papers that already has his signature. With tears streaming down her face, the wife says she will agree to sign the papers with one condition. For the remaining days of the month, she requests a hug a day from her husband. The husband reluctantly agrees and carries his things out of the apartment.
Scene: Proposal
Wife” Do you still remember that this is the place where you proposed to me? You went on one knee and gave me this (ring). You said you want to be with me forever. Hug me.”
Scene: Promise
Husband “I am sorry”
Wife ” This is where you said you love me”
Scene: First Kiss
Husband “Sorry, sorry I am late! Eh we have been here before right?
Wife” Do you really remember? This is where you first kissed me.
Wife “I have signed the papers”
Scene: Beginning
Husband, “Can I hug you tomorrow?”
Love, that you can’t bear to let go of. Last year, there are over 300,000 divorce cases. More than 10,000 pairs decided to reconcile at the end. #Ibelieveinloveagain Rejoice
Credits – Executive Creative Director: Connie Lo, Brian Ma. Creative Director: Julian Hernandez. Interactive Associate Creative Director: Jason Luo. Associate Creative Director: Kim Wong. Senior Copywriter: Kunal Kshirsagar. Art Director: Alex Li, Francesca Wong. Assistant Art Director: Shekee Shek,. Copywriter: Natalia Zhu. Regional Brand Director: Lisa Ip. Brand. Director: Roxanne Phaisalakani. Brand Executive: Amy Ng. Global Planning Director: Farheen Romani.