South East Asia: Giant toothbrush heralds Unilever brand's relaunch

The idea for the six metre long toothbrush was originally hatched by Kirsten Ackland, creative advisor to Lowe Indonesia, which developed the execution with its media partner, Initiative, together with Unilever.

Initiative approached several buildings to negotiate the cost and the execution of the idea before the monster brush was unveiled at Pasaraya Grande department store last month.

Unilever's oral care new business development manager Silvia Campioni said that the novel use of the building's window cleaning gondola added excitement to the relaunch.