| Title | LITTLE BROTHER |
| Brand | UNILEVER/LYNX |
| Product / Service | LYNX SHOWER GEL |
| Category | C01. Viral Video |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company: | BBH CHINA Shanghai, CHINA |
| Advertising/Web Design Agency: | BBH CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Steve Elrick | Bbh China | Regional Executive Creative Director |
| Johnny Tan | Bbh China | Executive Creative Director |
| Kat Bojcuk | Bbh China | Associate Creative Director |
| Steve Sorec | Bbh China | Associate Creative Director |
| Bernice Wong | Bbh China | Producer |
| Ivy Shi | Bbh China | Producer |
| Simonas Piepalius | Bbh China | Strategic Planner |
| Ara Hampartsoumian | Bbh China | Business Development Director |
| Alicia Kennedy | Bbh China | Account Director |
| Rei Zhang | Bbh China | Account Manager |
| Dogboy Matthewmccaughey | Shooting Gallery Shanghai | Director |
| Antony Alekna | Shooting Gallery Shanghai | Director |
| Pearl Tan | Shooting Gallery Shanghai | Producer |
| Chris Reed | Shooting Gallery Shanghai | Dop |
| Keat Ng | Attic Shanghai | Editor |
| Fuse | Fuse | Music/Sound Design |
| Volt Shanghai | Volt Shanghai | Post Production |
Young men in China put very little thought into shower products, using whatever they find in the family bathroom. Mums would invariably purchase personal care products for the household, including shower gels that they themselves prefer. To encourage guys to get their own shower gel, the campaign highlights showering needs that are distinctly masculine and that should be dealt with in a masculine fashion. Talk of particular body parts can't be discussed directly in China, so a very popular euphemism was used instead – Little Brother. This double entendre is the creative crux that drives all the campaign content online.