HELL-O by Lowe Jakarta for Rinso

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HELL-O

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Industry Washing powders & Detergents
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Indonesia
Agency Lowe Jakarta
Creative Director Edwin Herlambang
Art Director Lodhi Thurnasel
Copywriter Eri Sunario
Producer Bimoyadi Soemarmo
Photographer Anton Ismael Photography
Account Supervisor Eby Karsono
Illustrator Sarah Di Domenico
Released January 2012

Credits & Description

Category: Stunts & Live Advertising
Advertiser: PT. UNILEVER INDONESIA
Product/Service: RINSO
Agency: LOWE INDONESIA
Chief Creative Officer: Din Sumedi
Creative Director: Edwin Herlambang
Copywriter: Eri Sunario
Art Director: Lodhi Thurnasel
Photographer: Anton Ismael
Illustrator: Di : Lodhi Thurnasel/Toto
Account Supervisor: Eby Karsono
Advertiser's Supervisor: Vishal Gupta
Producer: Bimoyadi Soemarmo
Planner: Paramita Mohamad
Planner: Paramita Mohamad
Other Credits: Director: Chin Yew

Ambient Execution Description
This ambient installation is to demonstrate Rinso’s believe that children should be given the freedom to explore, discover and be creative – without worrying about getting dirty. In the city of Jakarta, Indonesia where graffiti has become a common sight and also an eyesore, we set up our very own graffiti installation next to a football field with the challenge: Can we make an environment better by making it even dirtier? The success of this challenge is proven when we documented the active participation of the children when they changed the unsightly distasteful graffiti into something more pleasing. Dirt is indeed good.

Dear Nikki,

This piece was meant to be an unbranded experiment that was conducted over a couple of areas in Jakarta. The documentary of the exercise was placed on the client's website.
As for the participation of the the children to the graffiti, we actually put in clues and made a little 'O' after the word Hell to help them along initially.
Please advice whether we need to change the category.

Thanks & Regards,
Dian Kania
Executive Secretary
Lowe Indonesia
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________________________________________
From: Nicola Hughes
Date: Tue, 8 May 2012 11:38:30 -0500
To: Kania, Dian (JKT-LWW)
Cc: Robbie Gagliardi
Subject: OL/507 - HELL-O

Hi Dian,

We are just processing your entry, ‘HELL-O’ for RINSO; PT. UNILEVER INDONESIA.

Please can you explain to us in what way the brand connected to the target consumer? As there does not appear to be any RINSO branding on the wall itself, we are not presently clear on how the brand communicated with an audience. Were there any sample give always of the product/ was there any media coverage etc.?

Also, please can you give us a little more information regarding how the children came to be kicking the ball against the wall? It may be that the entry is better suited to events and live advertising than to special builds, depending on where the main impact of the campaign rested.

We look forward to hearing from you.

Best wishes,

Nikki