Insight-driven brand storytelling for Unilever Pepsodent bags MullenLowe salt two trophies at Mumbrella Awards 2018

Last night, the MullenLowe Singapore team took home two awards for ‘PR Idea of the Year’ and ‘Campaign of the Year’ at Mumbrella Asia Awards 2018, for our work on Unilever Pepsodent’s #SenyumSatuIndonesia (#SmileMakesUsOne) campaign.

The Mumbrella Asia Awards celebrate the best, bravest and most effective media and marketing work from across the region.

This campaign highlights our expertise in brand storytelling, creating an impactful campaign from a simple yet effective insight with local relevance. Already seen as an iconic household brand since Indonesia’s independence, Pepsodent was seeking a way to further elevate brand love in the country. Based on the insight that Indonesians value unity and harmony, we created a compelling narrative and brand story around how a smile can bring families and communities closer together, regardless of differences. The campaign paid tribute to Indonesia and its people by creatively tying in two distinctive and recognisable symbols of Indonesia: batik and the country’s beautiful smiles – and transformed traditional batik prints onto toothpaste tubes and packs.

Working as part of a hyperbundle, we partnered with our colleagues at MullenLowe Singapore to develop a strong integrated campaign. Our innovative influencer strategy and consumer event on Independence Day was backed by strong e-commerce and above-the-line advertising including billboards and a heartwarming television commercial.

Our campaign was recognised in both categories for its ‘strategic use of influencers’ and ‘the clarity of the idea’.

“This was an extremely thoughtful and deliberate campaign, across the entire communications and fulfilment journey, well anchored in a strong yet simple cultural insight.” – Mumbrella Asia Awards judge (Campaign of the Year)

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