Pond’s calls on Asian women to express themselves more in campaign by Arcade

The Singapore office of Arcade has created a new Asia-Pacific-wide campaign for Unilever’s Pond’s brand to encourage women to express themselves more.

“Cry because it’s over, smile because it happened,” begins the ad, which is based on the insight that almost eight out of 10 women in China, Indonesia, India, Mexico, South Africa, Thailand, and the US wish they could express themselves more.

“Express yourself and add your beauty to the world,” the film concludes.

The video, which has been viewed more than 1.6m times since being uploaded on 12 October, has been supported by paid media including pre-roll advertising and Facebook ads. P&G also engaged influencers to each of the APAC target markets to talk about how the feel when expressing themselves.

“It was a shock to find out that eight in ten women feel held back from expressing themselves,” said Dorothy Yew, MD of Arcade Singapore.

“Research showed that their reasons ranged from societal and cultural pressures, to those of family and religion. Women worry about how they will be perceived by others, they strive to strike that delicate balance between who they want to be and adhering to their culture. So the campaign celebrates the power of expression, and calls on women around the world to share their gift with everyone.”

The campaign is supported by the social media hashtag #LoveMyExpressions.


Arcade Team:
CCO: Matt Cullen
CCO: Gary Tranter
MD: Dorothy Yew
Senior Planner: Michelle O’Brien
Creative Services Director: Shaun Lee
AD: Chin Han Yu
Client Team:
Whitney Cua
Peewee Dizon-Bauman
Joy Dela-Rosa
Pluem Chotchaisathit
Donna Barcelon


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