I don't want to ruin the story of Utari and her strange affection for a tree. It's worth watching the three minutes. It's a story of love, longing and loss. You might, as I did, see what the tree symbolises early on, but it's still a beautifully told story. Inspired by Indonesian folklore, Lifebuoy uses this to share their goal - they want to help all children reach the age of five.

Every year 1.7 million children under the age of 5 die of infections like diarrhea and pneumonia.

A lot of these deaths can be prevented by the simple act of washing hands with soap.

Advertising Agency: Lowe, Mumbai, India / Lowe, Jakarta, Indonesia

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.