After years of leaning into functional messaging, Rinso took a different path for Independence Day — one that didn’t push product, but pulled at something deeper. We went back to emotional storytelling to reconnect with Indonesian families, especially younger moms, and to bring Dirt for Good to life in a way that actually felt human.
Because for many parents, 17an isn’t just about flags or formalities — it’s about raising kids who care. Kids who show up, lend a hand, and learn what it means to be part of a community. But as celebrations get more fragmented and polished, those messy, meaningful moments are slipping away. The values we grew up with? At risk of being forgotten.
So we told a story. A simple one, anchored in the idea that stains aren’t mess — they’re memory. Ada Noda Ada Cerita became the emotional spine of the campaign, reframing dirt as proof of growth. Because when kids get messy in the name of kindness, resilience, and togetherness… that dirt is for good