Agency: Leo Burnett Indonesia

Global soccer fever is building, and Biskuat Academy needed to cut through.

This film was directed by Rajay Singh & Zhafran S., shot in Jakarta and Yogyakarta, and produced by Directors Think Tank, Malaysia.


Mondelez Biskuat, an iconic biscuit in Indonesia, has launched a new campaign, developed by Leo Burnett Indonesia. The campaign marks the return of the Biskuat Academy, a long-standing sports marketing programme which is in line with their mission to nurture true inner strength amongst children by imbibing the right set of values.

Global soccer fever is building, and Biskuat Academy needed to cut through. Leo Burnett decided to spotlight a relatively unknown coach Bang Aji, founder of football club Persigawa, who has trained thousands of kids since 1987 with significant success. He was inspired watching kids play with passion with a plastic ball and committed himself to helping underprivileged kids get access to training. Despite limited financial means, the Persigawa club has provided free coaching to all kids and today has 6 branches in Jakarta.

“Through the story of Bang Aji, we wanted to deliver the message that true talent can take you places no matter what your circumstances are. Grassroot coaches and clinics have provided immense support to Indonesian football, and we want our audience and consumers to support these in their own ways. It’s time to pay homage to true heroes of Indonesian soccer who, despite limitations, have supported the growth of talent,” said Ravi Shanker, CCO, Leo Burnett Indonesia.

“Biskuat is a brand with a special place amongst Indonesian families. The Biskuat Academy platform started in 2009 as a part of our constant effort in serving our communities. The Academy helps activate our purpose of helping Indonesian kids unlock their inner strength. Soccer has been closely related to the brand over its 20+ years of existence due to it’s mass appeal but today we recognize there is limited support behind local champions and their supporters and we wanted to spotlight that during this campaign”, said Nikhil Rao, Vice President Marketing, Mondelez SEA.

This film was directed by Rajay Singh & Zhafran S., shot in Jakarta and Yogyakarta, and produced by Directors Think Tank, Malaysia.

This professional campaign titled '#BiskuatSupportsDreams ' was published in Indonesia in September, 2022. It was created for the brand: Mondeléz, by ad agency: Leo Burnett Indonesia. This Film medium campaign is related to the Confectionery, Snacks and Food industries and contains 4 media assets. It was submitted over 1 year ago by Creative PR: Barbara Messer of Publicis Groupe.


Client: Mondelez SEA & Indonesia
Vice President Marketing: Nikhil Rao
Director of Fuel, Wellbeing & Biscuit Business, SEA: Thanh Vo
Head of Marketing Indonesia: Maggie Effendy
Brand Manager: Hanz Danielle Lao
Brand Manager Biskuat Indonesia: Andhika Lestari

Advertising Agency: Leo Burnett Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Sr. CD: Oliver Sarmiento
Regional Business Director: Monideepa Nandi
Creative: Achsa Zenada
Account Director: Dieyan Bernard
Sr. Account Executive: Salma Shahab
Agency Producer: Budiarto Lambot
PM: Merry Gultom
Associate Social Media Director: Timothy Laksmana
Social Media Supervisor: Rezzi Saputra

Production House: Directors Think Tank
Executive Producer: Heng Tek Nam, Intan Sham
Director: Rajay Singh & Zhafran S.
1st AD: Bona Ventura & Dimas Putih
DOP: Arif Bontang
Editor: Boyd See
Producer: Audri Ferainy Iswandari
Line Producer: Mey
Production Asst: Fanni & Icha
Art Director: Ari Bima Teja
MUA: Rizka Shafira
Wardrobe: Nadira
Post Producer: Vinie
Colorist: Ben Conkey
Online Editor: Akira
Music: Black Cat White Cat Music (Japan)
Music Exec. Producer: Timo
Music Director: Erik Reiff (Berlin)

Media Partners: SPARK Foundry, Publicis Groupe Indonesia
Media Business Director: Novi Suhartini
Senior Media Investment Executive: Andreas Ardhi
Associate Digital Media Planning Manager: Anastasia Amanda
Media Planning Executive: Hana Bilqis
Associate Digital Media Director: Gaurav Tandon


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