Post by McCann Singapore (Team Unilever @Omnicom)

In fashion the unspoken rule goes that models don't smile on the runway. But this year at Jakarta Fashion Week, Pepsodent flipped the script by taking over the runway with a fashion accessory people might not expect: the brightest smile of all with its new premium whitening range Ultra White. This was a full brand experience — from our ambassador and muses taking on the 7-day pre fashion week smile challenge, to interactive Glambot moments, and a full social takeover. Pepsodent has long been the top oral care brand in Indonesia and we wanted to give them another reason to fall in love with the brand all over again. We're not only making teeth whitening the next big beauty trend, but redefining what beauty should look like - with the brighest smile. https://lnkd.in/gif-49MW