THROWING CONVENTIONS (AND A CELEBRITY) OUT THE WINDOW

The brief wanted us to talk about the confidence of shaving well. It also stated that star power works really well in Indonesia. And that was what we had to work with. But that doesn't mean we need to end up with one of those ads with a male celebrity (or some sexy girl) stroking his chin.

We got the biggest Indonesian movie actor at the time in for a chat.
And we casually asked him what he hated to do most.
Then we got him to do exactly that.

The campaign was a huge hit for both the brand and for the celebrity Nicholas Saputra.

The only drawback is that Nicholas still refuses to answer my calls.