Combantrin

Combantrin needed to destigmatize worms in Australia and Indonesia, as while the subject matter makes most people feel uncomfortable (figuratively and literally!), they’re a natural part of childhood and can be treated easily. The international repositioning involved an in-depth strategic process to tap into mindsets of consumers in different regions, resulting in the campaign “Free to Be'‘ with music video directed by Lukitasari W Sunowo. The campaign was a hit and achieved a 40% uplift in sales in Indonesia.

Role: Account Director, J. Walter Thompson

Creative Director (Australia): Sinead Roarty