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SUB CATEGORY :

USE OF AMBIENT: SMALL SCALE
ENTRANT COMPANY :

MULLENLOWE SINGAPORE PTE. LTD., SINGAPORE
TITLE :

CONDENSATION CLEANSER
BRAND :

LIFEBUOY
ADVERTISER :

UNILEVER
AGENCY :

MULLENLOWE SINGAPORE, SINGAPORE/
MULLENLOWE ISTANBUL, ISTANBUL
EXECUTIVE DIRECTOR :

SHARMINE PANTHAKY
EXECUTIVE CREATIVE DIRECTOR :

DANIEL KEE/ANG SHENG JIN
CREATIVE DIRECTOR :

ANDREW HO/MARK IBAVIOSA
REGIONAL CREATIVE OFFICER :

SARVESH RAIKAR
ART DIRECTOR :

CLAUDIUS KENG/MARCUS GEE
COPYWRITER :

ERNEST CHIN/ERNEST KOK/PEH XIN YING
BUSINESS STRATEGY DIRECTOR :

VINAY VINAYAK
SENIOR GROWTH MANAGER :

KEVIN KOH
ACCOUNT MANAGER :

CHERYL GUAN
STRATEGIC PLANNING DIRECTOR :

JONATHAN NIENABER
PR SPECIALIST :

HE YINING
FILM PRODUCTION COMPANY :

MILESTONE FILMS, MUMBAI
DIRECTOR OF PHOTOGRAPHY :

VIRENDRA LANKE
EXECUTIVE PRODUCER :

AJAY VASU
FILM PRODUCER :

RAHUL KAPOOR/DHIREEN TIWARI
POST-PRODUCTION COMPANY :

THEQUIETLAB, SINGAPORE
EDITOR :

SIMRAN KAUR
FLAME ARTIST :

ANDREW KOW
MOTION GRAPHIC :

JIA EN LEE
POST PRODUCER :

GWENDOLYN ANG
SOUND PRODUCTION COMPANY :

FUSE ADVENTURES IN AUDIO, SINGAPORE
PRINT PRODUCTION COMPANY :

SHOOTING GALLERY ASIA, SINGAPORE
CAMPAIGN SUMMARY :

As the world returned to normalcy post-Covid, so did old habits that compromise hand hygiene – such as the common one of wiping one’s hands on the condensation on a cold drink and passing it off as 'handwashing'.

This is particularly problematic and potentially life-threatening in India where it is customary to eat with hands in lieu of cutlery – and many Indians don’t have easy access to soap and running water before mealtimes and in their day to day. But what they do have, most commonly, is a cold drink to go with their food.

The Condensation Cleanser is a low-cost, effective and highly-scalable innovation for handwashing as it offers a new viable alternative for many who have no immediate access to soap and running water, in the form of a sticker to be placed on cold drinks. These stickers are infused with Lifebuoy’s patented anti-bacterial formulation, designed to be activated by condensation. Upon contact with condensation, the dry agent dissolves, instantly dispensing the cleanser which cleans hands without leaving any residue.

By leaning into the cultural behaviour and hacking the subconscious act of wiping fingers with condensation, this simple 5cm by 3cm sticker found its way into the hands of the masses naturally, with its utility as intuitive as can be to existing habits. Both a reminder and innovative solution for hand hygiene, the Condensation Cleanser brings Lifebuoy's purpose into action, and more importantly, into the hands of those who have unequal access.
CREATIVITY/IDEA/INSIGHT :

Many people subconsciously wipe their hands on the condensation on a cold drink and pass it off as 'handwashing'.

This is particularly problematic and potentially life-threatening in India where it is customary to eat with hands in lieu of cutlery – and many Indians don’t have easy access to soap and running water before mealtimes and in their day to day. But what they do have, most commonly, is a cold drink to go with their food.

Instead of trying to rectify this habit, Lifebuoy leaned into it and turned it into a legitimate handwashing format through the Condensation Cleanser: stickers infused with Lifebuoy’s patented anti-bacterial formulation, designed to be activated by condensation. Upon contact with condensation, the dry agent dissolves, instantly dispensing the cleanser which cleans hands without leaving any residue.

The Condensation Cleanser was both the creative work and media channel; with a simple 5cm by 3cm sticker, every conceivable beverage became a potential media placement, allowing Lifebuoy to escape the confines and clutter of traditional media spaces and into anywhere a cold beverage can be found.
STRATEGY :

Post-Covid, people have once again started taking shortcuts when it comes to hand hygiene. Not only that – they've also become fatigued and desensitised to hand hygiene PSAs, finding it all too easy to tune them out. Attempting to address this issue in a country 3.29 million square kilometers in size and 1.4 billion strong meant it was practically impossible to do so with a traditional media strategy; instead of attempting to reach the masses with the solution, Lifebuoy decided to get the masses to reach for the solution instead by doing what they've been doing all this while.
EXECUTION :

The Condensation Cleanser was first introduced in March 2024 at The Lil Flea, one of Mumbai's most vibrant summer festivals with over 50,000 attendees. The festival was chosen for its sprawling grounds and massive crowds, which meant handwashing facilities were usually inaccessible or perennially facing long queues – common reasons why people would compromise on hand hygiene, providing the perfect opportunity to showcase the Condensation Cleanser as a much-needed, intuitive way of ensuring good hand hygiene.

As part of the campaign, the promotional distribution of the Condensation Cleanser was extended to F&B establishments in Mumbai, India, with a concerted focus on street-side food stalls and other establishments where proper handwashing facilities were found lacking.
RESULT :

The launch saw over 50,000 hands cleaned and an estimated 100 street-side food stalls and F&B establishments gain improved access to handwashing facilities at no cost, with the number expected to grow as the campaign continues.

More important than just usage results were concrete plans to further scale and democratise the Condensation Cleanser; these are currently in progress, with ongoing discussions had with major beverage brands, F&B restaurant chains and retail stores who have expressed interest in incorporating and distributing the Condensation Cleanser through their own distribution channels. (Note: Parties involved cannot be disclosed due to the confidential nature of these discussions.)