Anlene + FCB Jakarta continue their pledge to get Indonesia moving by inspiring everyday people

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Anlene Picture 1.jpgFCB Jakarta as a follow-up to the success of Anlene’s Ayo Indonesia Bergerak (C’mon Indonesia, let’s move), has developed and executed an integrated campaign leveraging the conversation regarding Asian Games.


“Anlene is the market leader in adult milk in Indonesia and a brand with immense brand power that allows it to be a champion for healthy living; encouraging all adults to live in their prime. The momentum regarding Asian games was an opportunity for the brand to do just this and re-iterate its purpose,” said Rochana Wijeyaratne, Marketing Manager, Fonterra Brands Indonesia.

“Conventionally most sports marketing campaigns are focused on glorifying the struggle and journey of athletes but we needed to stay on our mission to encourage everyday people to keep moving. Understanding that both athletes and everyday people are driven by the same set of values was the insight we used to develop our campaign,” said Sony Nichani, Managing Director, FCB Jakarta.


Anlene Picture 2.jpg“It’s interesting that when we look for commonalities we find so many between athletes driven by bringing glory for their countries, and everyday people living upto their responsibilities for their families and loved ones. The fact there is ‘An athlete in every one of us’ as the insight to creatively juxtapose the actions regarding movement done by athletes and everyday people.  The idea was to inspire everyday people to continue moving in pursuit of goals whilst respecting aspirational athletes who do the same as at the end of day as we are all driven by the same set of values,” said Ravi Shanker, ECD FCB Jakarta.


Anlene also has tied up with Lilyana Natsir, one of Indonesia’s most successful athletes to lead this campaign. The integrated campaign has been launched on television, digital and will be supported by an activation. As a part of campaign, Anlene has also commissioned Indonesia’s leading sports photographer Peksi Cahyo who is capturing Everyday Athletes in their daily lives. The photography materials will be exhibited at an engagement to coincide with Indonesia’s National Sports day. An interesting FB Live challenge was also organized in which Lilyana Natisir and everyday women were challenged into swapping roles and realizing that there is an athlete in everyone.


Credits –

Managing Director: Sony Nichani

Executive Creative Director: Ravi Shanker

Creative Group Head: Laura Paais, Aji Pambudi

Art Director: Fikri Fazri Wirawan

Head of Digital: Chetan Shetty

Account Director: Roma Das, Winda Fitriyani

Agency Producer: Yuannita Pancaarini, Yuni Pratomo

Production House: Fast Films

Director: Micki Mahendra

DOP: Arnand Pratikto

Executive. Producer: Hamdani

Producer: Menuk, Iman

Art (film): Andhang

Wardrobe: Hana

Make up: Jimmy

Post production: Pyramid Post

Offline editor: Imam Isa

Music: Doni

Fonterra Brands Indonesia

Marketing Director – Rohini Behl

Marketing Manager – Rochana Wijeyaratne

Isabella Sandy – Senior brand manager

Rhesya Agustine – Digital manager

Anastasia Walla – Assistant Brand Manger


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