100 Reasons to Shine Campaign for Unilever Sunlight

Citra Pariwara awards 2024 Bronze - Innovative Use of Data / Programmatic marketing

Role: Ai advisor, creative strategist & consultant.

Invited by Ultima Group in Indonesia as a Creative Consultant for AI technology, I played a key role in shaping the 100 Reasons to Shine campaign for Unilever Sunlight. Leveraging my expertise in AI and creative strategy, I recommended the use of video cloning AI to produce 99 personalised ads inspired by Google Analytics insights, which revealed a threefold increase in recipe searches during Ramadan.

The campaign celebrated the 100 most-searched recipes, beautifully connecting food, family, and Sunlight's superior cleaning power. Sunlight’s “10x faster degreasing and 10x better on plastics” adds up to 100, reinforcing the campaign message in a smart and memorable way. Featuring a heartfelt narrative of a husband cooking and a wife cleaning up—amplified by influencer collaborations—the campaign struck an emotional chord with audiences.

This AI-driven, hyper-personalised approach delivered 211% of the target views, boosted brand affinity by 300 basis points, and achieved this at just 1% of expected production costs. Most notably, the campaign helped Ultima Group win its first-ever industry awards—Bronze at Citra Pariwara and Silver at MMA Smarties Indonesia—while securing five new clients.

This project demonstrated how AI can scale creativity, reduce costs, and drive real business impact—proving that even with limited resources, innovative solutions can create award-winning results.

Key Achievements:

Results:

21 million impressions and 19 million views.

Exceeded initial view targets by 211%.

Sunlight’s brand affinity increased by +300BPS.

Secured five new clients for Ultima Group.

This campaign exemplifies the transformative power of AI in creative problem-solving, delivering extraordinary results within tight budgets and timelines.

THE CASE STUDY

THE PERSONALISED ADS- CAN YOU GUESS WHICH WAS SHOT AND WHICH IS AI?

Credits: Chief creative officer: Yogits Patria Guna

Creative consultant, Creative strategy, Concept, Innovation and use of Ai technology: Jaz Loh

Creative Direction: Jaz Loh, Randy R. Hertyanto Art Directors: Andhika Wicaksono, Dea Clarinta, Hafizh Nur Muhammad Account director/ Business Director: Pauline Liongrasari

Production: Indonesia + Video cloning Ai