Lifebuoy Indonesia’s #KetempelanDingin wins big at YouTube Works Southeast Asia 2025

Lifebuoy Indonesia’s #KetempelanDingin campaign, created via MullenLowe Lintas Indonesia, MullenLowe Singapore and MullenLowe Lintas Group, has taken top honors at YouTube Works Southeast Asia 2025, winning “Best of Southeast Asia – The Big Bang” and sweeping three national categories: Best of Country, The Big Bang, and Multi-Format Storytelling.

A collaboration between MullenLowe Lintas Indonesia, MullenLowe Singapore, MullenLowe Lintas Group, and Mindshare as media agency, the campaign marks a major creative milestone for the brand.

Tasked to introduce Lifebuoy Cool Fresh to younger audiences, the team knew they needed to move beyond traditional hygiene advertising. The result? A genre-bending idea that turned horror into humor.

The phrase “Ketempelan Dingin” which literally means “haunted by coolness” played on local folklore and Gen Z slang. The campaign adopted a horror-comedy narrative that felt distinctly Indonesian, allowing the brand to connect emotionally and culturally with its audience.

“By using strong local insight and a unique creative approach, we managed to grab people’s attention especially Gen Z, who love horror-comedy,” said Ahmad Kemal Pasha Creative Group Head and Joko Nugroho Executive Creative Director at MullenLowe Lintas Indonesia.

For Anissa Septira, Associate Account Director at MullenLowe Lintas Indonesia, the win reflects the power of daring to be different.

“To disrupt the market, you need courage,” she said. “With the right local insight and fresh storytelling, we turned Lifebuoy into a brand people actually talked about.”

The film resonated deeply on YouTube and social media, sparking discussions, memes, and reaction videos proving that even a heritage brand can thrive when it speaks the language of its audience.

#KetempelanDingin’s success lies in its fusion of local relevance and multi-market collaboration. Indonesia’s creative vision met Singapore’s regional oversight and India’s strategic excellence, while Mindshare amplified its reach through multi-format execution from bumpers to longer narrative cuts.

This precision helped Lifebuoy win not only hearts but also YouTube’s most competitive regional category, The Big Bang, celebrating ideas that drive explosive impact.

Adding to the celebration, Lifebuoy’s Anniversary campaign also won Best Festive, bringing the brand’s total to four YouTube Works awards across Southeast Asia.

Together, these wins signal Lifebuoy’s new creative direction one that blends heritage with fearless experimentation, turning everyday skin free problems into stories worth sharing.

“When you dare to be different,” says Nugroho. “You don’t just win awards you win hearts.”