Founded in 1933 in Shanghai, Darlie is a trusted market leader in oral healthcare in Asia, but for this campaign, they didn’t want to talk about toothpaste. They were looking to generate stories that would evoke authentic human reactions, stories that would generate shareable content on social channels, stories that leveraged the sometimes dour Singaporean temperament by demonstrating the power of a smile.
Through an in-car social experiment caught on camera, we produced a “private hire” ride-sharing service, featuring our fake taxi driver who set the tone for each trip to match the colour of their clothing. A green t-shirt – Darlie’s corporate colour – was worn for a ride with a smile, but switched to a black t-shirt for a bad attitude. Passengers’ reactions were secretly filmed as they took a ride in our cab and responded to the erratic mood of the driver before final edited content was posted on Darlie’s social channels driving over 500k views, shares and comments.