Describe the creative idea

We created a simple static post, using the mist of the Lifebuoy Germ Kill Sanitizer Spray as the key ingredient, which when spritzed, formed a Christmas tree. The message was simple - For a merrier Christmas - implying that while the world was gearing up to celebrate the festival after a difficult year of isolation, stress and loss, one still must not forget that good hand hygiene could be key in staying protected, during the holidays. We put both, the product as well as the festival front and center in the creative, without needing to explain or lecture at length.

Describe the execution

The execution was simple - we used the iconic red background, a packshot and a beautiful stream of the spray which unmistakably created the silhouette of the tree - no other words or embellishments were needed. The spray was painstakingly created through CGI by Ipixel Graphics. The post was consistent with the smart, humour-led yet responsible approach the brand espouses for all digital marketing, and yet managed to encapsulate the world's 2020 experience, in one frame. The post was deployed on the Lifebuoy India Instagram page, and very quickly found fans across platforms - Facebook, LinkedIn, Instagram stories - the image was appreciated and reposted by individuals and publications at a rapid pace as soon as it went live. It found a place on several trade round-ups of memorable festival communication and was lauded by senior marketing leaders across markets and categories.