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SILVER: Rejoice submitted by Starcom Guangzhou China

RejoiceHair “smoothness” is the key brand promise of P&G’s Rejoice Shampoo. As other products began to make this claim, Rejoice needed a new way to demonstrate their core attribute, while establishing their leadership position in hair care. Given that a wedding day is a pivotal event for Chinese women and also the ultimate hair care “torture test,” Rejoice set a wedding at the center of a “soap opera come to life.” Rejoice sent out online invitations to consumers, encouraging couples to nominate themselves in a contest to win an opportunity to say or reconfirm their wedding vows at Rejoice’s “grand wedding event.” The “Rejoice Love Journey” became one of the most successful digital programs ever executed in Greater China for P&G.