Spikes Asia
from waste to taste
MULLENLOWE INDONESIA, Jakarta / UNILEVER / 2016
Overview
Entries
Credits
OVERVIEW
Background
As a well-known dish liquid brand in Indonesia, Sunlight needed a fresh way to excite a saturated category where it falls under, especially when promoting its new products. While mainstream media is still the core of its communication, a brand like Sunlight needed to engage with its audience in a direct and entertaining way.
Description
To demonstrate its efficacy, Sunlight Anti Bacteria invited 25 special guests (including food bloggers) to dine at Namaaz, a famous molecular gastronomy restaurant in Jakarta. To further enhance the experience, the food and drinks in this multicourse dinner were presented with a set of unique tableware & utensils.
A video was presented at the end of the evening and much to the diners’ surprise, it was revealed that the tableware and utensils they used were made of recycled wastes: wine and beer bottles, record vinyl and skateboard scraps (to name a few) found at junkyards and were washed with Sunlight Anti Bacteria and upcycled for their fine-dining experience.
An online video capturing the experience was then released to reach a wider audience. To mimic the diners’ revelation about what the tableware was made of during the live event, the video was shown in backward-sequence.
Execution
Sunlight Anti Bacteria invited 25 special guests (including food bloggers) to dine at Namaaz, a famous molecular gastronomy restaurant in Jakarta. To further enhance the experience, the food and drinks in this multicourse dinner were presented with a set of unique tableware & utensils.
A video was presented at the end of the evening and much to the diners’ surprise, it was revealed that the tableware and utensils they used were made of recycled wastes: wine and beer bottles, record vinyl and skateboard scraps (to name a few) found at junkyards and were washed with Sunlight Anti Bacteria and upcycled for their fine-dining experience.
An online video capturing the experience was then released to reach a wider audience. To mimic the diners’ revelation about what the tableware was made of during the live event, the video was shown in backward-sequence.
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