Campaign details
Brand: Fonterra / Anlene IndonesiaLead agency: Mediacom IndonesiaRegion: APAC
Strategy
Objective
Based on the results of the research conducted by Stanford Study, Indonesians are known to be one of the "laziest walkers in the world". With this known fact, Anlene took up the mission to encourage Indonesians to actively move everyday & fight sedentary lifestyle. Indonesia was the hosting country for 2018 Asian Games & the country was witnessing a frenzy of athletic events. Hence the clear objective was to ride on the Asian Games momentum though the brand didn't own the "official...