The Shortlist
CAMPAIGN
Listerine's Epic Food Adventure
AGENCY
UM Philippines
CLIENT
J&J Philippines
BRAND
Listerine Mouthwash
DETAILS
Listerine’s Epic Food Adventure is the story of a branded online video series that redefined the product in the eyes of younger consumers; delivering double-digit sales growth.
 
We focused on a millennial audience who was becoming more adventurous with food, and had a serious case of FOMEO (fear of missing eating out).
 
Combining the audience appeal of a major Filipino VJ with a group of real consumers we took our audience on a food adventure around the Philippines. Our video series showed the group trying adventurous local foods; demonstrating how, with Listerine, stronger gums allow you to eat ‘bolder’ food and enjoy more of life.
 
Knowing how our audience engages with video was key to our success, using different tactics across each video platform to maximize impact.
CAMPAIGN
Dove - reframing the beauty debate in India
AGENCY
Mindshare India
CLIENT
Hindustan Unilever Limited
BRAND
Dove, Masterbrand
DETAILS
In India, Dove has faced challenges in driving its proposition, “Real Beauty”. Our job was to localize Real Beauty and make the proposition more relate-able for Indian women as this was the key to driving consumer association for Dove’s key image metric, “Inspires women to feel good about the way they look”.
 
We created a campaign based on a local insight— A simple, innocent nursery rhyme can create an enduring stereotype and deployed at a time when women were making news in India—Olympics 2016.
 
Through this powerful campaign, we were able to move the key image metric by 400bps.
CAMPAIGN
Power of Play
AGENCY
BBDO Hong Kong
CLIENT
Mattel
BRAND
Spin Art Designer, Feature Hair Princess, Ultimate Puppy Mobile, Galaxy Barbie doll & flying cat
DETAILS
This is a story of how Barbie completely revitalised its brand across Asia by demonstrating the sheer transformative power that imaginative play has on young girls.
 
For 55 years, Barbie’s iconic brand of imaginative play had inspired generations of girls across the Western continents. However, in Asia – where 7 in 10 parents don't value imaginative play (free play) in their children’s development; preferring more structured, skill-based activities; Barbie found herself in the second slowest growing Dolls category in the fastest growing markets for Toys. For Barbie to grow, she urgently needed to get parents of young girls across Asia to re-appraise imaginative play as invaluable to their child.    
Everything changed when ‘The Power of Play’ was launched. Inspired by the finding that just a few moments playing with Barbie can significantly boost a child’s creativity, problem solving and social interaction skills, we produced a series of highly persuasive and unscripted videos to document these transformations. 
 
Supporting these with a set of strategically deployed campaign elements, ‘The Power of Play’ touched more than 25 million hearts of Asian moms, started a discussion about the importance of imaginative play, and introduced Barbie into the lives of little girls across Asia.
CAMPAIGN
6 Pack Band
AGENCY
Mindshare India
CLIENT
Hindustan Unilever
BRAND
Brooke Bond Red Label
DETAILS
Brooke Bond Red Label (BBRL) Tea is a 146 year old heritage brand that stands for the “Taste of Togetherness.” The brand highlights societal issues and urges people to rise above prejudices and parochial thinking to make the world a more welcoming place

In 2015, India heard a new voice. The voice of the Transgender community that had been subjected to untold injustice and abuse. While the Supreme Court had granted them legal status, society contributed to close its doors to them.

In a media first, we launched India’s first transgender band, the ‘6 Pack Band’ to bring alive the ‘Togetherness’ proposition.

With the aim of ending the stigma surrounding them, we used media to
a)    Generated awareness of the issue and the need for transgender integration
b)    Offered a solution by conceptualizing and popularizing the band
c)    Garnered support from the music and Bollywood world
d)    Used popular culture (music) to change popular culture (the plight of the Transgender)

After 3 months of the campaign, our Brand consideration score touched a whopping 69% and our key brand metric, “Is a brand that makes the world a more welcoming place” touched 64%. (Source: Millward Brown) Brand penetration increased by +400 basis points. (Source: Client Data)
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