Title | FLAW |
Brand | UNILEVER |
Product / Service | SUNLIGHT/ DISHWASHER DETERGENTS |
Category | A10. Typography |
Entrant | LOWE Bangkok, THAILAND |
Entrant Company | LOWE Bangkok, THAILAND |
Advertising Agency | LOWE Bangkok, THAILAND |
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 |
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.
Sunlight Dishwashing Liquid has the power of 100 lemons in every drop. The brief simple. Show us the power of one drop.
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.
The print ads ran in North Watch, Eyethu Amajuba, Eyethu Uthukela, Hazyview Herald and Newcastle Sun on April 2013.