THE ABCS OF LIFE by Lowe Jakarta for Rinso

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Industry Washing powders & Detergents
Media Design & Branding
Market Indonesia
Agency Lowe Jakarta
Executive Creative Director Firman Halim
Copywriter Ernest Junius
Photographer Peddy Suryadinata
Illustrator Nina Dwi Setianingsih, Bayu Adharmacila
Released May 2013

Credits & Description

Advertiser: UNILEVER
Category: Advertising Typography
Advertising campaign: THE ABCS OF LIFE
DI Artist: Andrianka
Illustrator: Bayu Adharmacila (Lowe Indonesia)
Copywriter: Ernest Junius (Lowe Indonesia)
Executive Creative Director: Firman Halim (Lowe Indonesia)
Chief Creative Officer: Din Sumedi (Lowe Indonesia)
Illustrator: Nina Dwi Setianingsih
Photographer: Peddy Suryadinata
Regional President : Rupen Desai (Lowe Asia Pacific)
Account Manager: Shera Bey (Lowe Indonesia)
Associate Global Planning Director: Ranjit Jathanna (Lowe Singapore)
Chief Client Officer: Eby Karsono (Lowe Indonesia)
Account Executive: Frissy Bella (Lowe Indonesia)
Creative Group Head/Art Director: Vito Winarko (Lowe Indonesia)
Chief Creative Officer: Leigh Reyes (Lowe Philipines)
Print Producer: Lola Aprilia (Lowe Indonesia)

Since we wanted to appeal to parents, teachers and inquisitive kids, we literally went back to the basics of learning – The Alphabet. We created clay letterforms that follow a little boy’s journey of discovery and exploration told through the alphabet. Each letter represented a lesson that he has experienced. A is for Adventure. B is for Bravery. C is for Caring…

Brief Explanation
The challenge was not to be seen like we are selling a product. The poster needed to be educative for the kids but yet persuasive enough to send the message across to both parents and teachers.

Because of its educative nature, the poster was well received in schools without much debate that it was coming from a brand. The poster has also graced the rooms of many kids as it was given out as a free gift that comes along with a purchase of Rinso.

Client Brief Or Objective
Rinso is a detergent brand from Unilever Indonesia. “Dirt is Good” is the brand’s philosophy that believes every child be given the freedom to get dirty because it is important for their growth and development. The brief was to create posters that can carry the Rinso’s brand message. The tone and manner of the posters need to be educational in the hopes that it can be placed in pre-schools and elementary schools.