More than you expect

Client

Sunlight

Year

2021

A TVC that lands Sunlight's platform 'More than you expect', celebrating the women across the continent who are the glue that keeps their families and communities together.

Overview

The client wanted a TVC that would effectively land Sunlight's platform More than you expect. The film brings to the fore a truth that resonates across the continent: most women are the glue that keeps their families and communities together. These women are more than what society expects — and the campaign celebrates that.

Challenge

Sunlight needed to own a brand idea that could cut through in broadcast while staying true to the role of women in everyday life. The requirement was to communicate that Sunlight sees and honours this reality — that the brand stands for more than product benefits alone.

Idea

Tell a woman-empowering story that celebrates how incredible and resourceful African women are. Position Sunlight as a brand that recognises and uplifts the many ways women show up — in the home, in their communities, and beyond. More than you expect becomes both a brand promise and a tribute.

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