Otsuka Pharmaceutical’s Oronine, a household medical ointment brand, has launched a branding campaign in Japan giving credit to all the hardworking women (and their hands) out there.
The creative, lead by Wieden+Kennedy Tokyo, continues last year’s theme of ‘Let’s praise working hands’.
The TV commercial focuses on the hands of a mother, working tirelessly to care for her family 365 days a year.
The brand also created a microsite for the campaign at Homeyo.jp, a phrase meaning 'let’s praise'. The site teaches a hand-greeting routine that families can adopt as a bonding exercise. There is also a greeting app that people can share to thank and praise others.
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