Leading creative agency, MullenLowe Singapore, has won a Gold Lion in the Health and Wellness category for its ‘Clear’ anti-dandruff shampoo campaign. The creative proved a hit with the judges, setting out to boost awareness of the link between stress and dandruff using a unique visual approach.
Targeting a new, younger audience for Clear, MullenLowe Singapore strategically transitioned the brand into a creative-led model, creating a series of striking, Butoh-inspired films. The winning executions, ‘Bridezilla’ and ‘Bullish Boss’, express the stresses of life through abstract dance and costume, personifying dandruff.
Direct links to the campaign creative can be found below:
Tri Tran-Tue, Global Brand Vice President, Clear, Unilever, says the spots break the traditional boundaries set by other brands, allowing the audience to start a conversation on a topic that is seldom raised. “The campaign has placed us in territory that allows us to challenge the existing status quo around anti-dandruff shampoos by utilizing art to underline stress as a leading cause of dandruff.”
“MullenLowe Singapore created a campaign that is exciting, experimental, and will comfortably sit among our channels. It’s always a pleasure working with the team and this campaign is testament to the great work they’re capable of,” she continued.
MullenLowe Singapore CEO Shannon Cullum says it’s great to see Asian creativity winning on the global stage: “We’re grateful to Unilever and Clear’s continued bravery and vision when it comes to creativity. It’s a partnership where new ideas are tested and explored regularly. We’re delighted with the win and feel it points to the ever-increasing depth of creative talent in the Asia region, and our ability as global brand stewards. We’ve built a team we’re hugely proud of, and this award underscores their capability in delivering on the global stage.”
Daniel Kee, Creative Director for MullenLowe Singapore says the campaign creative represents something unique in the health and wellness space. “Butoh is a post-modern Japanese form of dance with few rules but a very distinct visual form, so the hyper-controlled motions and grotesque movements seemed like a natural fit to convey the stresses of life. The black and white background brings out the stark, shocking visuals and discomforting physical interpretations, which give the audience something to talk about.”
The campaign ran on paid digital media globally and in cinemas in Singapore.
MullenLowe Singapore is an award-winning creative agency producing work for over 100 countries while managing three global and 10-plus regional brands from Singapore. The most awarded Singapore agency at both Spikes and AdFest, MullenLowe won Agency of the Year at Singapore’s Creative Circle Awards in 2016. As a network, MullenLowe has topped the global Effies Effectiveness Index for six straight years.
Creative: MullenLowe Singapore
Director: James Teh
Production House: Bullet Bangkok
Editing: OMG! Bangkok
Post Production: Post Bangkok
Music and Sound Design: Yessian New York