CategoryA10. Typography
EntrantLOWE Bangkok, THAILAND
Entrant Company LOWE Bangkok, THAILAND
Advertising Agency LOWE Bangkok, THAILAND

Brief Explanation

We came up with a simple and powerful thought: One drop makes a difference. By adding just one drop, we can change a negative word into a positive one. The biggest challenge was finding the right combination of words. They had to be words that we could relate to dirty dishes. They also had to be transformed into words linked with clean dishes. Then comes the tricky part, the change between the two words had to happen by adding a single drop.

The Brief

Sunlight Dishwashing Liquid has the power of 100 lemons in every drop. The brief simple. Show us the power of one drop.

How the final design was conceived

We had to try many different options from pure calligraphy, manipulating existing fonts, to creating our own fonts. In the end, we came up with a combination of different techniques. We picked the best ones based on readability and style.

Indication of how successful the outcome was in the market

The print ads ran in North Watch, Eyethu Amajuba, Eyethu Uthukela, Hazyview Herald and Newcastle Sun on April 2013.


Name Company Position
Nicole Bruce Lowe/Singapore
Jeremy Hine Lowe/Thailand Account Supervisor
Piyachat Cholasap Lowe/Thailand Art Buyer
Leigh Reyes Lowe/Philippines Typographer
Aviruth Kosalprapai Lowe/Thailand Typographer
Katrina Encanto Lowe/Thailand Typographer
Katrina Encanto Lowe/Thailand Art Director
Gabriele Espaldon Lowe/Thailand Copywriter
Sarah Ko Lowe/Thailand Copywriter
Ej Galang Lowe/Thailand Copywriter
Ruchi Sharma Lowe/Thailand Creative Director
Eric Yeo Lowe/Thailand Chief Creative Officer