The creatives developed the strategy for this campaign - with our knowledge of Indonesian culture and my ability led to speak fluent Indonesian. After nights spent reading academic white papers on women in Indonesia, we stumbled on Indonesia's motto - Unity in Diversity. This insight led to the campaign Idea of Trailblazers - young women following their individuals passions and blazing a trail for others to follow. But this trail is blazed with collective interest - Indonesian pride - they are doing this with their nation's interest and the interest of their sisterhood at heart. 

For the first time a campaign featured 3 Indonesian trailblazers - a pop singer, a famous actress and a batik designer - each following their passions and making their nation proud.

Out of this campaign was born a series of TVCs and content films, Pond's first music video with over 5 million organic hits, an app that allowed women to participate and sing along and star in a music video with Indonesia's No.1 singer, and print and OOH executions.