Sauce Universe Snatched 20 Awards at Gong Singapore 2025
Making a Statement
Sauce Universe Makes Statement at 2025 AdMarCom Festival with 20 awards, earning honors for two standout campaigns: Artotel Group’s ‘Rockstar Status’ and Dove’s ‘Raise Your Arms.’
'Rockstar Status' for Artotel Group
Developed in collaboration with Ogilvy Singapore for the Artotel Group, ‘Rockstar Status’ won 20 awards, including Golds, SIlvers, Bronzes, People Awards, as well as the festival’s highest accolade, ‘Best of Show.’
Combining artistic expression with a great stay experience should feel visceral, expressive, and unapologetically real, seamlessly flowing as one connected entity. It should feel like stepping into a living, breathing taste of the rockstar life; walking up to the concierge like they’ll ask for your autograph (not just as a signature for confirmation of booking).
At its core, hotels aren’t just places to crash (or trash); they’re the main stage, the backstage, the tour bus, and the studio. They’re the beds where legends sleep before the world knows their names, the rooms where the wildest parties are thrown, the balconies where inspiration is found, and the lounges where masterpieces come to life. These notions are what make ‘Rockstar Status’ Artotel’s ode to the best experiences you can have.
When all is said and done, what is a song if not a statement? The whisper of a love letter, the crash of a riot, the middle finger to the status quo. ‘Rockstar Status’ wasn’t about selling rooms (though there are 262,898 new members and counting); it was about giving people permission to take up space, to be loud, and, in the words of The Doors, to ‘light their fire.’
Josh Patil, Co-Founder of Sauce Universe, won ‘Producer of the Year’ Award.
“It was about turning ‘can this be done?’ into ‘we’re doing it’ and finally ‘we did it,’” said Josh Patil. “We wanted to use the impossible as fuel for creativity and prove bold ideas belong in reality.”
The Marketing Impact of 'Rockstar Status'
Searches: +27% | Website Visits: +387% | Conversions: 30%
'Raise Your Arms' for Dove
In partnership with Ogilvy Singapore, Sauce Universe also earned acclaim for ‘Raise Your Arms,’ a campaign created for global beauty leader Dove. Addressing ‘kili-kili’ shame in the Philippines, the initiative challenged societal norms around beauty and armpit stigma.
By turning ‘kili-kili’ shame into ‘kili-kili’ pride, voiced via the hashtag#FreeThePits hashtag, Dove empowers women in ways that go beyond the usual functional or emotional benefits; recognized as a brand that is a catalyst for social progress.
In today’s feminist movement, ‘Raise Your Arms’ is a call for women to embrace their bodies, shut down the critics, and rewrite the narrative of beauty.
It’s also a reminder to the world that when women raise their arms, they’re taking a stand; sparking change towards inclusivity and against injustice.
“This campaign was more than just advertising; it was a stand for women empowerment around the world” said Jasmyn Asvat. “We wanted to empower women to embrace their uniqueness and lead societal change with confidence and more so in the current climate we are in.”