Together with Mullenlowe salt Singapore, MullenLowe Singapore elevated Pepsodent’s status in Indonesia with a compelling narrative around how a smile can bring people together, regardless of differences.

The campaign tied together two distinctive and recognisable symbols of Indonesia: batik and Indonesians’ beautiful smiles – by transforming traditional batik prints onto toothpaste tubes and packs.

#SenuymSatuIndonesia (#SmileMakesUsOne) was awarded ‘Campaign of the Year’ and ‘PR Idea of the Year’ at the Mumbrella Asia Awards 2018. The insight-driven brand storytelling campaign was highly effective and recognised in both categories for its ‘strategic use of influencers’ and ‘the clarity of the idea’.