Pancarkan Semangat Ramadhan

Pancarkan Semangat Ramadhan is a campaign by Flock, a creative agency in Jakarta, for Unilever Indonesia, 2021. Categories: Campaign, TVC.

Challenge

A Ramadan message that has to speak for an entire portfolio of unrelated Unilever brands, Pond's, Pepsodent, Lifebuoy, Sahaja, Wipol, Molto, without reading like a lineup of separate product ads stitched together.

Insight

Every one of those products already lives inside the same small Ramadan ritual: keeping yourself and your home clean before you turn outward to give. The brands do not need a shared hero, they need a shared morning.

Idea

Follow one family through one ordinary Ramadan routine and let "bersihkan dan segarkan diri sambil beramal" carry the products as background detail, personal care in one cut, household care in the other, both closing on the same act of giving.

About this work

#PancarkanSemangatRamadhan ran through Unilever Indonesia's full 2021 Ramadan push under the #MariBerbagiPeran banner, and Kantar later named it among the ten most-loved Indonesian Ramadan ads of that year, not for one standout scene but for the sheer number of familiar rituals it touched: a face wash at the mirror, a shared toothbrushing routine, a floor mopped by two kids without being asked twice. The two fifteen-second cuts ran in rotation rather than as one film split in half. The personal-care lineup closes on a green Sahur Amal donation box changing hands outside a mosque, the household-care lineup closes on Gerakan Masjid Bersih, Unilever's own clean-mosque initiative, ordinary chores at home standing in for the larger act of preparing a shared space for the season.

Flock

Pancarkan Semangat Ramadhan for Unilever Indonesia

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Nikken (sitting down) is the Managing Director. With 20+ years across Dentsu, Macs909, JWT, MullenLowe, Romp, and now FCN, she has led work for nearly all of Indonesia's major telco brands, plus automotive, FMCG, finance, tech, and beauty. Driven and meticulous, she is known for turning business relationships into friendships.

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BCA Telkomsel Tokopedia GoTo tiket.com Vidio Disney+ Hotstar Samsung Unilever Sunsilk Listerine Scarlett Marina Promag Greenfields Chitato Qtela Sasa Hotto Vinda Pesona Indonesia Rinnai Hyundai Yamaha
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20202nd time 'Agency of The Year' in IndonesiaSecond time 'agency of the year' at Citra Pariwara
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