FCB 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.
“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.
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
Make up: Jimmy
Post production: Pyramid Post
Offline editor: Imam Isa
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
Don’t miss the best of Asia’s creative and award news. Sign up for the free Campaign Brief Asia Daily email newsletter. It takes just 30 seconds. CLICK HERE.