Vinda Deluxe: Tears
Brief
Vinda Deluxe Tissues is a brand all about strength – specifically its signature knitted fiber technology. To champion the brand’s value proposition, we decided to celebrate the strongest people of all – women. But in an era where feminist brand messaging is everywhere, how does a tissue brand convey this in a way that has never been done before? |
Solution
Tears are often viewed as a negative, overtly emotional reaction – especially if the weeper is a woman. We turned this misperception on its head by presenting it as a new symbol of strength via vignettes of women doing what they do best. |
Credits:
Merdeka LHS Chief Creative Officer: Huang Ean Hwa Art Directors: Azlaili Yunus, Shrny Chin Copywriters: Kyril Edlin, Peh Xin Ying, Deborah Woong Associate: Ryan Wong, Vinod Manoharan Producer: Rachel Lian Director, Playhouse Pictures: Henry Ooi |