Problem: During Asian Games 2018, Anlene wanted to leverage the conversation regarding sports and active lifestyle. But they were not the sponsors, so we couldn’t show anything about the games, stadium, logos etc.
Insight: Everyday ordinary people stretch to their limits to fulfill their responsibilities towards families, just like athletes who stretch to their limits to bring glory to the nation.
Idea: There is an athlete in everyone of us.
Execution: We started with a provocative poll in social media by asking ‘Who is the athlete?’ Followed by a digital video & TVC - we juxtaposed Olympic badminton champion Liliyana Natsir vs. an everyday housewife and seeded the thought of both having the spirit of an athlete.
Few homemakers disagreed with the juxtaposition. To answer them we invited common homemakers in a challenge with Liliyana, but we switched their roles. It was also broadcasted via FB Live.
We followed up with social media posts to continue the conversation. We also commissioned a famous sports photographer Peksi Cahyo to capture common people with an athletic spirit. On Indonesia National Sports Day, we showcased those pictures in an exhibition.
This professional campaign titled 'Who is the Athlete?' was published in Indonesia in August, 2018. It was created for the brand: Anlene, by ad agency: FCB. This Integrated medium campaign is related to the Pharmaceutical industry and contains 1 media asset. It was submitted over 3 years ago.
Advertising Agency: FCB, Jakarta, Indonesia
Executive Creative Director: Ravi Shanker
Managing Director: Sony Nichani
Creative Group Head: Laura Paais, Aji Pambudi
Junior Art Director: Fikri Fazri Wirawan
Head of Digital: Chetan Shetty
Account Directors: Roma Das, Winda Fitriyani
Agency Producers: Yuannita Pancaarini, Yuni Pratomo
Production House: Fast Films
Director: Micki Mahendra
DOP: Arnand Pratikto
Executive Producers: Hamdani, Menuk, Iman
Art (film): Andhang
Make up: Jimmy
Post production: Pyramid Post
Offline Editor: Imam Isa
Photographer: Peksi Cahyo
Additional Credits: FB Live - Arief