ULTRA Milk & K-Pop girl band ITZY launches new #DontStopYourMove campaign via Maleo
It is undeniable that the world and Indonesian youth today are strongly connected with Korean culture. Between the well known actors or actresses, the award-winning Korean movies, and K-pop song’s that are played around the world, Maleo (Part of Future Creative Network) capitalised on this in their latest campaign for ULTRA Milk.
ULTRA Milk understands this phenomenon and we see the challenge that the youth secretly overthink others, pressuring judgment to express their true taste both from the digital realm and the real world they live in today. Therefore, we see this as an opportunity, instead of doing a regular K-pop campaign, we want to send a strong message for Indonesian youth and the world through an empowerment for youngsters who secretly overthink others’ judgment by flowing in the taste of self-confidence within ULTRA Milk so they can keep their true flavor moving, without any doubt.
ITZY, a well-known 4th generation K-pop girl group, were recently appointed as the new brand ambassador to encourage Indonesian youth to boost their confidence. ITZY became the first K-pop 4th gen girl group to surpass 960M global on-demand streams in 2022. They even became the 3rd K-pop girl group to achieve the record. In the whole 4th gen girl group, ITZY already received so many awards and nominations.
Collaborating with ITZY, ULTRA Milk introduces #DontStopYourMove integrated campaign, as a mission to break the youth’s social stigma and encourage them to drink ULTRA Milk to enjoy their true flavor and be part of The Unstoppable Generation.
The campaign follows the journey of five girls as a representation of young generations with their obstacles, starred by ITZY members. The whole youth become crazy with how relatable the situation is for their age. ULTRA Milk hopes this campaign can help youth to boost their confidence and to continue the spirit of #DontStopYourMove
Credits
Agency: Maleo (Part of Future Creative Network)
Creative Team
Chief Digital Officer: Jeffrey Nijstad
Executive Creative Director: Andrian Wiranata
Creative Group Head: Aditya Pratama Aldjokdja
Senior Copywriter: Vercelyno Adrianus
Art Director: Yohanes Paulus
Copywriter: Natasha Sekar Ayu
Junior Art Director: Raisha Windira McHoly
Graphic Designer: Reza Fahrizal
Strategy Team
Strategy Director: Erlangga Gumilar
Strategist: Kahfi Ramadhan
Account Team
Business Director: Poppy Imlati
Associate Account Director: Raiza Rizky Rais
Senior Account Executive: Krisda Thezza
Content Team
Head of Content: Novy Adityasundari
Content Manager: Muhammad Annaqib
Content Strategist: Rifqie Putra, Fariz Eka Kuswanda
Production Team
Production House: Nine Tailed Fox
Director: Rigend Film
Assistant Director. Sangwoo Park, Yongoh Lee
Director of Photography: Sunghun Hong
Gaffer: Junhee Park
Art: Jaeyeon Lee
Editor: Donghyun Kim
DI: Eunjung Ahn
2D: Smith 106
Sound: Ghostbusters
