THE ASK
Print ads for Softex, the first female sanitary pad in Indonesia with betel leaf extract and 
the perfect 29cm length for heavy flow.

THE IDEA
"BETEL LEAF RAFT"
Softex with betel leaf extract gives you the feeling of comfort and protects you 
 in heavy flow moments.
The master print ad is then amplified with a tactical promo ad that sticks within the concept/ mnemonic device: "Get a chance to win 2 gram of gold for every purchase of Softex with betel leaf extract".




Executive Creative Director: Kevin Le
Creative Director: Ronny Pratama
Art Director: Evelyn Wongsosaputro
Copy Writer: Mita Diran
Agency: Y&R/ The Campaign Palace, Indonesia​​​​​​​
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