SUB CATEGORY :

ENERGY, SANITATION & SUSTAINABLE COMMUNITIES

COMPANY ENTERING :

INNOCEAN INDONESIA, JAKARTA

TITLE :

YELLOW CANTEEN

BRAND :

DULUX

ADVERTISER :

PT ICI PAINTS INDONESIA

AGENCY :

INNOCEAN INDONESIA, JAKARTA

CHIEF EXECUTIVE OFFICER :

JAMES SANG SEOK LEE

CHIEF CREATIVE OFFICER :

CHOW KOK KEONG

CREATIVE DIRECTOR :

FAJAR NOOR FATHJRI/ALVIN HO

ART DIRECTOR :

ALVIN HO/CHOW KOK KEONG/NIKHOLAS ALVIYANTO/
JAMES HENRY/FAJAR NOOR FATHJRI

COPYWRITER :

CHOW KOK KEONG

AGENCY PRODUCER :

YULIA SUTAN

PROGRAMMER :

JAMES HENRY/ALVIN HO

FILM PRODUCTION COMPANY :

ONE BOX FILMS, JAKARTA

POST-PRODUCTION COMPANY :

FRAME LOGIC, JAKARTA

COMPOSER :

MUDRIK

SOUND PRODUCTION COMPANY :

SPACEBAR AUDIO, JAKARTA

CAMPAIGN SUMMARY :

Indonesia is consistently hot and humid year-round, which creates the perfect breeding ground for flies. Flies can transmit at least 65 diseases to humans such as the deadly typhoid, cholera, diarrhea, and more.
As most school canteens are open-air, leaving our children highly vulnerable to flies. Unfortunately, poor mealtime hygiene puts children at risk of these diseases. In the past 2 years, over a hundred cases of food poisoning happened after meals in the school canteens, 1 student died from diarrhoea in Bandung City, and they all were identified as E.Coli.
Dulux, the community brand wanted to help. Through research, a solution was discovered - Flies hate yellow. The colour yellow is actually the number one colour that repels flies.
We then conducted a test using food placed on two wooden tables, one was painted in yellow, the other remained untouched. Astonishingly, flies were only drawn to food on the non-yellowed table. Taking the experiment to the next level, we transformed several school canteens by painting the tables, benches, and even the walls in yellow. What happened next? The Yellow Canteens proved to be effectively repelling flies. Creating a much healthier dining environment for our students.
More than five thousand students have benefited in two months since the launch of the Yellow Canteen. To make the campaign more sustainable, we created a website for schools to register for help, and more school canteens were transformed across the country. The yellow effect spread and inspired everyone in the school, parents and canteen owners started to apply the ‘yellow’ concept to more stuff such as cups, food containers, plates, aprons, and more.

CREATIVITY/IDEA/INSIGHT :

Indonesia is consistently hot and humid year-round, which creates the perfect breeding ground for flies. Flies can transmit at least 65 diseases to humans such as the deadly typhoid, cholera, diarrhoea, and more.
As most school canteens are open-air, leaving our children highly vulnerable to flies. Unfortunately, poor mealtime hygiene puts children at risk of these diseases. In the past 2 years, over a hundred cases of food poisoning happened after meals in the school canteens, 1 student died from diarrhoea in Bandung City, and they all were identified as E.Coli.

STRATEGY :

Dulux, the community brand wanted to help. Through research, a solution was discovered - Flies hate yellow. The colour yellow is actually the number one colour that repels flies.
We then transformed school canteens by painting tables, benches, and walls in yellow. The result? The Yellow Canteens effectively repelled flies, creating a healthier dining environment for students.

EXECUTION :

We conducted a test using food placed on two wooden tables; one was painted in yellow, the other remained untouched. Astonishingly, flies were only drawn to the food on the non-yellowed table.
Taking the experiment to the next level, we transformed several school canteens by painting the tables, benches, and even the walls in yellow. What happened next? The Yellow Canteens demonstrated their effectiveness in repelling flies, fostering a significantly healthier dining environment for the students.
To make the campaign more sustainable, we created a website for schools to register for help, and more school canteens were transformed across the country. The yellow effect spread and inspired everyone in the school, parents and canteen owners started to apply the ‘yellow’ concept to more stuff such as cups, plates, aprons, and more.

RESULT :

More than five thousand students have benefited in two months since the launch of the Yellow Canteen. The media picked up the news and generated over a million media impressions globally with less than a thousand dollars spent. School transformation requests on the website exceeded expectations. The Yellow Canteen has proven to be effective in repelling flies, creating a much healthier dining environment for students across Indonesia.