Jointfit’s Campaign via Grey Indonesia Tells You that Time Will Not Stop for Those Who Do Not #KeepOnRollin
KeepOnRollin is the latest campaign from Jointfit, a roller gel supplement from Combiphar that helps to soothe and treat joint soreness.
The campaign tells the audience that in this life, there are only two choices: either we stop and surrender, or stay strong and just keep on rollin.
Jointfit, (a Combiphar brand), collaborated with Jointfit’s Brand Ambassador Joe Taslim, to bring his own ‘Keep On Rollin’ story to life. It depicts his struggles as an injured Judo Champion for Indonesia to becoming a Hollywood actor for which he is now known.
His story is brought into a made-for-cinema movie that portrays Joe’s life from his troubled childhood to his father deciding that he should take up Judo, and how he kept on rollin despite all the injuries he suffered to become a champion Judo athlete for Indonesia.
The story made a personal impression on Taslim, “The biggest obstacle in my life began with limitations in reaching the dream of becoming a badminton athlete, but I was not afraid, I kept on moving until finally, I found a new career path as a Judo athlete. Another hurdle came again when I suffered a knee injury, and at the time, I had to compete for Indonesia in the Judo championship. Again, I chose to keep moving against obstacles. Thankfully, with determination, I was able to present a medal to my mother. However, the obstacles did not stop, the knee injury that I had been experiencing for some time often triggered pain. To get comfortable with movement and activity, I found that Jointfit can be a solution to relieve pain and help maintain the health of my joints,” said Joe Taslim, actor and Jointfit Brand Ambassador
“Jointfit chose film as the media of communication because we felt it would be effective in reaching our target market. Eventually, we were also keen to launch this film on digital platforms such as Youtube and Instagram. We want that our movie can be enjoyed by all Indonesian Citizens,” said Evi K Santoso Vice President Marketing Consumer Intensive Care Combiphar.
The movie itself was shot in a unique, ‘one-take non-stop shot’ to stay true to the #KeepOnRollin message.
Ruben Adrians (Director) hopes that the film can inspire, and enlighten viewers from a positive perspective. “Through every lowest point in our journey, #KeepOnRollin can act as a point where people can be inspired, to act and be able to change their lives.”
Subaraju Alluri, CEO of Grey Indonesia, said, “Grey Indonesia was handed the task to formulate a campaign for Jointfit, and we are incredibly thrilled to be a part of the campaign that is told through a powerful and relentless story.”