Joy Dishwashing Liquid: "Fish" Print Ad by Campaigns & Grey

Client:Procter & Gamble, Philippines
Brand:Joy
Title(s):“Fish” Print Ads
Advertising Agency:
Campaigns & Grey
Chief Creative Officer:
Ompong Remigio
Creative Director:
Noel Orosa
Associate Creative Director:
Mel Aguinaldo
Copywriter:
Noel Orosa
Art Director:
Mel Aguinaldo
Management Supervisor:
Eres Gatmaitan
Account Managers:
Christina Melchor, Rishi Mandhyan
Print Producer:
Peck Imson
Digital Graphic Artist:
Gredge Salvador
Print Studio Manager:
Eric Capongcol
Photographer:
Jeanne G. Young
Published:August 2011
Description:
Joy is the number one dishwashing brand in Philippines, yet a large number
of households do not use dishwashing product, instead they use cut-up
laundry bars for washing. The communication objective behind this campaign
for “Necktie”, “Sando” and “T-Shirt” is to break the habit of using
laundry bars on plates, by making them realize the absurdity of treating
plates like laundry.