SUNLIGHT. SINCE, SINCE.
How a simple bar of soap got South Africans feeling nostalgic.
- Challenge -
Inspire nostalgia amongst South African influencers for the Sunlight Laundry bar on Heritage Day.
- Solution -
We handpicked 30 influencers whom we knew would have grown up using the Sunlight Laundry Bar. We then handcrafted bespoke packs for each of them. Each pack contained a special gift that was relevant to that person but also gave a reminder of the variety of uses for the Sunlight Laundry Bar.
This was accompanied by a personal letter, written in the language of that influencer. The letters told a story about that person and the gift highlighted the memories of growing up with Sunlight soap.
- Results -
The packs were a hit. Influencers responded with gratitude or the fact that the brand spoke to them in their language and most importantly, Sunlight inspired more conversation and stories around the iconic green bar.
- INSIPHO YEZINTO ZONKE -
The soap for everything and anything.
Illustration:
The box illustration is inspired by the multiple uses of the iconic Sunlight green bar. Some of its uses include washing laundry and shining pots. Each illustrated uses conjures up a great deal of nostalgia. The illustration is divided into three sections – laundry, personal and kitchen. And it tells the story of two everyday South Africans travelling from home into the bustling city of Johannesburg. The colours of the illustration re based on the green bar itself and its bright yellow packaging.