Brief: In one of the of most polluted cities in the world, how do we get consumers to switch to anti-pollution face wash.
The pollution levels in Jakarta are so alarming that people walk around, unknowingly, wearing these harmful particles on their skin. To illustrate the effects of the changing PSI levels, we created on-ground interactive billboard for cities that showcased the talent reacting to the changing pollution levels throughout the day. Extending this activation digitally, we created a campaign microsite that showed the same billboard feed white providing consumers with content to educate themselves about pollution and its implications on their skin.
And in other campaign news:
For the Masterbrand activation around the idea of Strength to be Soft - we proposed to create another campaign microsite that served as a platform for the campaign launch. To amplify the universality of the brand proposition, we curated the platform with strength stories of women across the world. Integrating the website with a thunderclap plug-in we allowed consumers to take a pledge and support the cause. Further, our social aggregator turned consumers into ambassadors for the brand by picking up and sharing stories from their countries under the campaign hashtag.
Art Director: Jong Ling Foo
Digital Designer: Harshmeet Kohli
All material produced is a copyright of Ogilvy&Mather Singapore.