Procter & Gamble haircare brand Rejoice is encouraging China's divorcing couples to "believe in love again" with a four-minute web film that tells the moving story of a couple parting ways. Stylishly filmed in Hong Kong by director David Tsui, it follows a wife who asks her husband, as they're preparing to sign the divorce papers, if he would hug her once a day for a month. As the month passes, they revisit places that were meaningful to their relationship. As viewers, we're hoping fervently they're going to reunite, and the ending gives us a spark of hope.
Rejoice and agency Leo Burnett Hong Kong created the hashtag "#IBelieveInLoveAgain" to promote the campaign and pushed it with social media, a website and more.
In a statement, Terence Lam, P&G Greater China haircare marketing general manager, said, "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 phenomena."