Rejoice I Believe in Love Again
Procter & Gamble in China has connected the Rejoice hair care brand with a campaign to reignite love in couples heading towards divorce. Social and economic growth in China has been associated with an alarming divorce rate. “I believe in love again” is an adaptation of a Chinese story circulated on the internet, in which a man’s request for a divorce is given on the condition that he carry his wife out of the bedroom to the front door every day over one month. This short film has the man agreeing to meet his wife each day to hold her. the video guides viewers through milestones of a young couple’s relationship and impending divorce. With over 40 million views in just four weeks, the video ends the “Smooth Heart Touching Moments” digital campaign on a high note.
Terence Lam, P&G Greater China Haircare Marketing General Manager said of the work: “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 phenomenon.”
Marked with the hashtag #ibelieveinloveagain, the greater campaign invited people to share and geo-tag special moments in their relationships to celebrate love. Trivia, info graphics and a key influencer strategy also kept conversation going. The campaign attracted 8.5 million participants with two million moments of love shared and 17 million online interactions to-date.
Lisa Ip, Regional Brand Director for Rejoice Greater China at Leo Burnett Hong Kong said, “This is a big step forward for us in our pursuit to become a truly iconic brand, loved by people.”
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.
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.
Husband: I am sorry.
Wife: This is where you said you love me.
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.
Husband: Can I hug you tomorrow?
Love, that you can’t bear to let go of. Last year, there were over 300,000 divorce cases. More than 10,000 pairs decided to reconcile at the end: #Ibelieveinloveagain.
The Rejoice I Believe in Love Again campaign was developed at Leo Burnett Hong Kong by executive creative directors Connie Lo and Brian Ma, creative director Julian Hernandez, interactive associate creative director Jason Luo, associate creative director Kim Wong, senior copywriter Kunal Kshirsagar, art directors Alex Li and 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.