MMA Smarties indonesia 2024,
Silver, Ai - Driven Excellence
Silver, Ai - Driven Excellence
Role: Ai advisor, creative strategist & consultant.
Invited by Ultima Group in Indonesia to serve as Creative Consultant for AI technology on Sunlight's key Ramadan campaign. I recommended the Ai platform and developed the overarching concept for the "100 Reasons to Shine" campaign, which utilised video cloning AI to produce 99 personalised ads.
Inspired by a threefold increase in recipe searches during Ramadan (Google Analytics insights), the campaign paid tribute to the 100 most-searched recipes, emphasising food, family, and Sunlight's superior 10x degreasing power. Collaborating with influencers, we created a heartfelt narrative featuring a husband cooking and a wife cleaning up, resonating with audiences.
Despite tight budgets and timelines, the innovative use of AI drove exceptional results: enhanced Sunlight’s brand equity, won Silver at Indonesia Smarties MMA 2024, Bronze at the Citra Pariwara awards 2024 secured five new clients for Ultima Group—proving the transformative power of creative AI solutions.
This campaign garnered 21 million impressions
19 million views
Exceeded initial views target by 211%
Sunlight's brand affinity increased by +300BPS
THE CASE STUDY
THE PERSONALISED ADS- CAN YOU GUESS WHICH WAS SHOT AND WHICH IS AI?
Credits:
Chief creative officer: Yogits Patria Guna
Chief creative officer: Yogits Patria Guna
Creative consultant, Innovation and use of Ai technology: Jaz Loh
Creative Direction: Randy R. Hertyanto
Art Directors: Andhika Wicaksono, Dea Clarinta, Hafizh Nur Muhammad
Account director/ Business Director: Pauline Liongrasari
Art Directors: Andhika Wicaksono, Dea Clarinta, Hafizh Nur Muhammad
Account director/ Business Director: Pauline Liongrasari
Production: Indonesia + Video cloning Ai
