about the campaign
acne is considered as controversial topic for beauty category (especially skin care) in indonesia, that's why whitening products are more popular. however, the fact is, acne is one of the most popular searches in the country according to google trend.
the significance of the problem is proven by a community who call themselves #acnefighters, and we realized that acne is even bigger than just a skin problem. it affects their mental health.
since the product, purifying neem face mask, has always been dedicated to fight acne, we want to recognize the effort to fight the problem. so, we decided to take a stand against acne shaming, and since then, himalaya became the proud supporter of acne fighters. we worked together with yacko and mardial to create this anthem, to send a message of solidarity to all acne fighters.
social
we also incorporate the message into our social posts.
we work together with real people with acne to support them,
and held a live discussion to discuss about acne shaming.
add the song into your playlist if you like! :)
credits
agency: &friends, jakarta
executive creative director: paul sidharta
creative leads: clarissa pranata & melisa adisti
copywriter: didik nur alamin
art directors: meidy aisyah & priyo trilaksono
rapper: yacko
music producer: hazen mardial
illustrator: wastana haikal
animator: tubagus khoeruman
director: aty samadikun
producer: dian purnama
