Pantene Downy


Agency: Grey


Every Idul fitri season, Indonesians ask each other for forgiveness to turn life anew. But when it comes to seeking forgiveness from Mom, things usually get a bit more complicated. That’s where social media comes in: Pantene & Downy’s ambassadors asked “What would you ask forgiveness of from Mom this Idul Fitri?”
The 17 best social media posts were selected and the new lyrics of Kasih Ibu (A Mother’s Love), an Indonesia childhood favourite, was pieced together from the posts. The 17 winners underwent training as part of a choir, and in tandem with Pantene’s brand ambassador, Anggun and Downy’s ambassador, Andien, delivered a heartwarming tribute in song to their mothers.

This professional campaign titled 'Forgiveness' was published in Indonesia in June, 2017. It was created for the brands: Downy and Pantene, by ad agency: Grey. This Integrated medium campaign is related to the Beauty industry and contains 1 media asset. It was submitted almost 7 years ago.


Advertising Agency: Grey, Indonesia
Executive Creative Director: Nugroho Nurarifin
Senior Art Director: Finy Tjong
Senior Copywriter: Miranda Wiriadinata
Art Director: Devan Rudhinata
Senior Graphic Designer: Maria Priscilla
Country Manager WPP Team P&G: Sharan Sood
Business Director: Sawitri Hertoto
Account Manager: Donny Narendra
Strategic Planner: Ilmalana
Digital Manager: Oktavianus Daud
Social Media Officer: Ainun Yasmin
Executive Producer: Natasha May
Film Director & DoP: Mahatma Putra
Assistant Director: Dennis Hasangapon
Music Composer: Aria Prayoghi


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