Danone Dumex has had a year of real ups and major downs. Amongst the highs, the successful launch on Mother’s Day of their community site www.heartknowsbest.com.sg
This site has helped reposition them as experts and partners in parenting and nutrition. The major down was the contaminated whey protein issue, courtesy of Fonterra in New Zealand. As a result of that issue, Danone Dumex took it upon themselves to institute a precautionary recall – damaging brand image and their sales.
So how to venture back into the market after that particular event? Apart from an excellent crisis recovery campaign, which Blak Labs helped with, our clients bravely decided to take a completely different tack.
Rather than featuring kids achieving their Mum’s scholastic desires, the team focused on the reality of being a Mum, being pregnant and their thoughts on Dumex.
We filmed two volunteer Dumex Mums – Thirlynn and Rei. They had no previous experience in front of the camera and we give them any lines to say. We simply wanted to create the conditions where their heartfelt emotions would come out on camera.
The shoot took place one Sunday. There were tears on set – as each Mum recalled special moments in their parenting journeys. And then there were tears again as the rough cuts were presented to management.
Take a look – the films are really quite special and will be supported by both social seeding and digital media buys across relevant sites. And don’t forget to check out the Dumex site.
Big thanks go to Two Oceans director Warren Klass, producers Say Chong and Shu Hui. For the music, thanks to Fuse – Colin Pereira, Jocelyn, Justin. And to the team at Blak Labs, Ken Tam (producer), Regina Lee (digital art director) and Hong Jun Teo (art director) for pulling it all together. Creative directors on the job: Nick Tan (art direction), Charlie Blower (copy).
The biggest thanks of all go to our lovely clients at Dumex, Nicole and Sharon. They took a leap of faith and fought for what they thought was best at every step – they deserve a big hand for their contributions to the final films. This is Thirlynn’s story. Rei’s to follow.