| Title | AXE BREAK THE STEREOTYPE |
| Brand | UNILEVER |
| Product / Service | AXE/PERSONAL CARE |
| Category | B03. Fast Moving Consumer Goods |
| Entrant | MINDSHARE Jakarta, INDONESIA |
| Idea Creation | MINDSHARE Jakarta, INDONESIA |
| Media Placement | MINDSHARE Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Abhishek Mrinmai | Mindshare Indonesia | Group Lead |
| Ferdi Wahyudi | Mindshare Indonesia | Connection Planner |
| Angela Levira | Mindshare Indonesia | Digital Specialist |
| Panji Hadinugraha | Mindshare Indonesia | Media Content |
| Edy Irawan | Mindshare Indonesia | Investment |
| Mo Morris | VICE | Managing Director |
Created a series of story stories about men called “Break the Stereo”. This partnership focused on profiling those millennial Indonesian men who broke the taboos of choosing their passion over stereotypical jobs, they are: 1. Siko Setyanto – ballet dancer 2. Rahung Nasution - nomadic food enthusiast 3. Toton Januar – fashion designer. In each episode, the protagonist expressed their journey of daring to break the stereotype and follow their passion. The journey was tough but they believed in themselves and stood by their choices of being a ballet dancer, a food enthusiast and a fashion designer.