Japanese ointment brand Oronine gives credit to hardworking women

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.