ASIA-PACIFIC – INDONESIA, FEBRUARY 27, 2012: Mizone, a Danone beverage brand in Indonesia aims to lift the city’s spirits with its new activation campaign titled "Aku, Kotaku Ok lagi! (Me, My City, OK again).
Created by Y&R Indonesia, the campaign was launched earlier this month to invite teams of young people to enter a competition in order to invigorate their city by coming up with an idea for a street musical.
Believed to be the first campaign of its kind to launch in Indonesia, the campaign’s idea is to restore an individual’s spirit which can collectively restore positive vibes in the city. The campaign will run for four months with auditions held in five cities including Jakarta, Bandung, Yogyakarta, Semarang, Malang and Surbaya. Each city will have one team and will be trained by professionals in the music and entertainment industry. The culmination will have all five teams collaborate for a performance and will also be included in a future Mizone TVC.
“This project required intensive preparation and solid team work from all parties involved. We are very happy that the TVC kick-off received such a positive and exciting response from young people across Indonesia and we hope it will encourage many to participate in this project to invigorate their city’s spirit," said Eliza Fazia, client services director, Y&R Indonesia.
“We launched on 12 February and have already got so much positive and encouraging feedback, both in terms of the feel of the campaign which is about sharing the spirit, enjoyment and curiosity of the Mizone City Project itself, and the levels of eagerness to join the project," said Bibiana Lo, Mizone brand director.
Credits
ECD – Kevin Le
CD – Roy Sagala
Writer- Anton Adinugroho
Senior Art Director- Rizky Darmawan
Planner- Melissa Torre
Social Media – Wunderman; RTR
Client Service Director – Eliza Fazia
Associate Account Director – Vita Sabrina
Sr. Account Executive – Erryn Febryana
Director – Joko Anwar
Production House – RT Film
Post Production – VHQ Jakarta
Media agency: MPG
Misone Brand team:
Joanna Staude – VP Marketing Danone Water
Bibiana Lo – Brand Director of Mizone
Susanto Wong – Marketing Manager of Mizone
Danur Tejawati – Jr. Brand Manager of Mizone
Partner agency:
6 Dimension – Activation & On-ground Agency
