Global Winner

The Adventures of Little Brush Big Brush


Agency: R/GA London

Brand: Unilever - Signal

Market: Indonesia

Signal’s social mission is to get families around the world to brush their teeth twice a day: once in the morning, once in the evening. Brushing twice a day, especially at night, has a huge impact on people’s oral health.

But in many countries, a high percentage of people only brushes once a day. For example, 93% in Bangladesh, 83% in India, 38% in the UK or 35% in France. Changing the behaviour of all these people is a huge mission, so Signal decided to start with an audience where we could affect the most change: kids.

Signal believes that ‘kids can change the world’ and wanted to encourage them to not only improve their own oral care, but also set a positive example for their parents. It also made sense from a business standpoint: promoting healthy oral care habits would increase the overall frequency of use of Signal products.

Campaign Goals

  • Brand Awareness
  • Local Awareness
  • Reach
  • Engagement
  • Video Views
  • Conversions

Facebook Products Used

  • Carousel Ad
  • Video Ad
  • Video Ad Link
  • Image (Photo)
  • Website Link Ad