This is creative smartness, and this is creative smartness. This print campaign from Indonesia is not for a food festival or for a restaurant; it has been developed by Lowe Jakarta for Sunlight Dishwashing Liquid. (See larger images here)
The campaign consists of three series of ads- Appetizer, Main Course, and Dessert, and these ads resemble the recipe pages in cooking magazines. The idea is to denote the message that it takes only one teaspoon of sunlight to wash a lot of dishes. And, this message has been conveyed through fresh and appropriate way.
I have said âappropriateâ, because medium they selected to convey the message was cooking magazine, through which they can reach the target audience(housewives) easily.
CREDITS
Advertising Agency: Lowe Jakarta Indonesia
Executive Creative Director: Din Sumedi
Creative Director: Ferly Novriadi
Senior Art Director: Syarif Hidayat
Senior Copywriter: Bondan Esp
Photographer: Artli Ali
Retoucher: Rudy Harianto
