J&J approached us to create a social storytelling piece centred around their brand promise:
Top-to-toe wash is gentle enough for skin as delicate as a rose petal.
Top-to-toe wash is gentle enough for skin as delicate as a rose petal.
Contemporary brands with eco-friendly credentials had begun to be favoured by young families and brand trust was at an ultimate low.
To help re-engage young parents we responded with a powerful influencer campaign to demonstrate the gentleness of the product.
The rose test was born.
The follow up long form video piece was created to ladder up to the rose petal brand promise and share their heritage story in a new emotive and authentic way.
This was a radical step change from the functional, science lab style J&J were used to. It was a hard sell-in to client, but we managed to convince them.
The result is the true spirit of Johnson's brand: a love letter from parent to child to a parent, and so on for generations. There's no bond greater. From a tiny human who can barely see, to an adult person with their own hopes, dreams and fears, we demonstrated that J&J is always there for the entire journey.
