Provocative JWT campaign for Thai beauty brand encourages women to define their own self-worth
26 March 2012
BANGKOK, March 15, 2012— Oriental Princess, Thailand’s leading home-grown beauty brand, has launched a provocative new campaign, created by JWT Bangkok that encourages Thai women to question society’s expectations and define their own self-worth.
The television commercial shows a series of poignant images of different women while the voiceover poses a series of thought-provoking questions, such as “Why use make up?”, “Why diet?”, “Why be like everyone else?” and “Why is white better?”, in reference to the whitening creams popular in Asia. One scene shows a plump, smiling bride, decked out in a gorgeous white gown: “Why not accept the way you are?”
Oriental Princess is a home grown beauty brand with over 20 year’s history and over 1 million members of Oriental Princess Society, its loyalty club, who drive the majority of its retail sales. This powerful brand campaign aims to forge a deeper, more emotional connection with that core customer base by positioning the Oriental Princess Society as an online community of women who can inspire each other to define themselves on their own terms and encourage their collective journeys.
Consumer research conducted by Oriental Princess found that many Thai women feel they have to measure up to the expectations of friends, family and society, a situation that often impedes happiness.
“The TVC was designed to turn heads, and impart the idea that your own self-worth and value lies within you, and no one has the right to tell you what is or isn’t acceptable,” says Mr. Satit Jantawiwat, Executive Creative Director at JWT Bangkok. “The ad doesn’t give answers – it aims to provoke thought, and encourage women to make decisions that work for them.”
The ad throws the spotlight on many critical issues Thai women face in this still-conservative society. One scene shows a battered, bruised woman looking through a fence; the next shows a woman, crying silently on the floor, clutching a laundry basket, and asks: “Why be so tolerant?” Another scene shows a woman, alone with a child, looking sadly out a window, the husband clearly absent or gone. The next scene shows a hand with a diamond ring, and asks “Why not start fresh?”.
Scenes depicting strong women – boxing, speaking out in class and in a boardroom – are accompanied with more questions: “Why be afraid?”, “Why be silent?” The brand campaign ends with a simple line: “Your self-worth is yours to define.”
“Oriental Princess Society was established because the brand wanted to build a community of women,” said Ms. Apaiporn Srisook, Marketing Director at O.P Natural Products Co.,Ltd. “It will be the space, a place where women can share their experiences, find the inspirations, share the happiness, and find their self-worth.”
To watch the TVC, click on the link, below.
About JWT APAC
JWT opened their first offices in Asia Pacific in 1929. JWT APAC, headquartered in Singapore, has more than 3,000 employees spread across 18 countries.
Not only are we recognized as one of the largest and most experienced agencies in APAC, but also one of the most creative. In 2011, we captured Mainland China’s first Cannes Grand Prix Lion and first Grand LIA at the London International Awards. We were also named the number 3 Network Agency of the Year at Spikes Asia. Our long history of firsts continues with Lo Sheung Yan, China Chairman and Northeast Asia ECD, being appointed as Cannes Lions first ever Jury President from China.
In addition to working with JWT’s prestigious multinational clients, JWT APAC works with some of Asia’s largest brands including Haier, Indosat, Bharti Airtel and Korea Ginseng & Tobacco.
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.
JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC.
JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).
Asia Pacific Director of Corporate Communications