SoSoft Detergent:
SoSoft Detergent is a fabric care brand that combines effective laundry performance with a softer, more natural approach to caring for clothes.
The key visuals showcased in this portfolio were developed around the communication line “Terbaiknya Alam, Terbaiknya Kamu.”
The concept connects the goodness of nature in SoSoft with the idea of becoming the best version of yourself. Visually, the campaign depicts a woman being recognised and rewarded for being her best, while SoSoft Detergent is presented as part of her everyday laundry routine.
The work creates an uplifting and aspirational connection between fabric care, self-care, and personal achievement.
Agency: BBDO Indonesia
Tools: Adobe Photoshop
Tools: Adobe Photoshop
Worked with:
Adrie Wardhana — Creative Director
Arisanti Kusnanto — Creative Group Head/Copywriter
Arham Arsalan — Sr. Manager Social Media Content
— Account Manager
Agency: BBDO IndonesiaAdrie Wardhana — Creative Director
Arisanti Kusnanto — Creative Group Head/Copywriter
Arham Arsalan — Sr. Manager Social Media Content
— Account Manager
Tools: Adobe Photoshop, Adobe Illustrator, Adobe After Effects
Worked with:
Adrie Wardhana — Creative Director
Arisanti Kusnanto — Creative Group Head/Copywriter
Arham Arsalan — Sr. Manager Social Media Content
Rahmat Meutuah — Account Manager
Hatiti Alfianti — Account Director
Marco Mamengko — Managing Partner - Creative & Consumer Insights
Jess Minarno — Associate Strategy Director
Adrie Wardhana — Creative Director
Arisanti Kusnanto — Creative Group Head/Copywriter
Arham Arsalan — Sr. Manager Social Media Content
Rahmat Meutuah — Account Manager
Hatiti Alfianti — Account Director
Marco Mamengko — Managing Partner - Creative & Consumer Insights
Jess Minarno — Associate Strategy Director
