SUNLIGHT IS A LEADING DISHWASHING LIQUID SOAP BRAND IN SOUTHEAST ASIA. KNOWN FOR POSSESSING “THE POWER OF A HUNDRED LEMONS”, IT IS MARKETED AS AN EXTREMELY POWERFUL AND EFFECTIVE SOLUTION AGAINST GREASE AND RESIDUE, ESPECIALLY IN LIGHT OF OILY ASIAN COOKING AND HEAVY PREFERENCE FOR FRIED FOODS. WE DEVELOPED THE CAMPAIGN, SHOWING SUNLIGHT’S ABILITY TO REMOVE EVEN THE TOUGHEST GREASE, DRIED UP CRUST AND CAKED UP RESIDUE. TO GIVE IT CHARACTER, WE USED ENDEARINGLY VISUALISED FOOD INGREDIENTS. THEY ARE BROKEN INTO BUBBLES AND LIFTED INTO THE AIR IN A FASCINATING COMBINATION OF 3D AND 2D TECHNIQUES THAT’S AT ONCE FASCINATING WHILE INVITING APPRECIATION. THE INGREDIENTS CHOSEN FOR THIS CAMPAIGN – PORK, DUCK AND SQUID, ARE POPULAR AND COMMON OPTIONS IN A REGION KNOWN FOR ITS DIVERSE CUISINE. NATURALLY GREASY, THEY ALSO CONTRIBUTE TO PARTICULARLY DIFFICULT-TO-SCRUB-OFF RESIDUE ONCE CRUSTED OVER WOKS, PANS, DISHES AND CUTLERY.