Olay celebrates single moms in new ‘Double Up’ campaign

Olay has launched a campaign called ‘Double Up’ to coincide with Lazada’s Super Brand Day, scheduled to be held on October 7. The campaign was created by Grey Singapore with insights and inputs from offices in the Philippines, Indonesia, Thailand and Vietnam. The film pays homage to single moms who “double up” as both parents.  

The campaign will play out over digital, e-commerce and social media and will run across the South East Asia region. Speaking about the campaign, P&G beauty associate director digital transformation and communications Alexandra Vogler said: “Doubling up as a parent and a professional is no easy task.

“By sharing the touching story featured in the Olay Monster film, we hope to inspire more people to see doubling up on responsibilities as a strength – and ultimately for women to live their lives fearlessly.”

Grey Group Singapore senior vice president and global business director Brenda Chung added: “It has been a very effective collaboration with Olay. It shines a light on the unspoken struggles of working moms, either single or with a partner. 

“An emotional film about a woman’s multi-dimensional role which I hope will raise awareness around the difficulties one can face in their everyday lives.”


Client: Procter & Gamble  

Client campaign partner: Lazada Group 

Creative agency: Grey Group (Singapore, Philippines, Indonesia, Thailand & Vietnam)

Film production: Imagineka Productions & WeCre8 Worldwide

Post production: Hogarth Worldwide 

Audio production: Hit Productions Inc


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing