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Anlene and FCB Jakarta roll out campaign fronted by Lilyana Natsir

Anlene has launched a campaign together with FCB Jakarta called Mana Yang Atlet (Who is the athlete?), which leveraged on the conversations around the recent Asian Games. The campaign also follows Anlene’s Ayo Indonesia Bergerak (C’mon Indonesia, Let’s move) campaign earlier in April.

The campaign also sees Anlene tying up with Lilyana Natsir, an Indonesian athlete to lead this campaign, which also runs on television, digital and will be supported by an activation. As a part of the campaign, Anlene has also commissioned Indonesia’s sports photographer Peksi Cahyo to capture everyday athletes in their daily lives.

The photography materials will be exhibited at an engagement to coincide with Indonesia’s National Sports day. A Facebook live challenge was also organised in which Natisir and everyday women were challenged into swapping roles in a bid to evoke realisation that “there is an athlete in everyone”.

Here is the campaign video:

“Anlene is the market leader in adult milk in Indonesia and a brand with immense brand power that allows it to be a champion for healthy living; encouraging all adults to live in their prime. The momentum regarding Asian Games was an opportunity for the brand to do just this and re-iterate its purpose,” Rochana Wijeyaratne, marketing manager, Fonterra Brands Indonesia said.

Sony Nichani, managing director, FCB Jakarta said that conventional sports marketing campaigns were mostly focused on “glorifying” the struggle and journey of the athletes. She added that Anlene decided to “stay” on its mission to encourage everyday people to “keep moving”. Nichani said that the campaign was developed in a bid to understand that both athletes and everyday people are driven by the same set of values.

“It’s interesting that when we look for commonalities we find so many between athletes driven by bringing glory for their countries, and everyday people living up to their responsibilities for their families and loved ones. The fact there is ‘An athlete in every one of us’ as the insight to creatively juxtapose the actions regarding movement done by athletes and everyday people,” Ravi Shanker, ECD FCB Jakarta said.

“The idea was to inspire everyday people to continue moving in pursuit of goals whilst respecting aspirational athletes who do the same as at the end of day as we are all driven by the same set of values,” he added.

Fonterra Brands Indonesia
Rohini Behl – Marketing director
Rochana Wijeyaratne – Marketing manager
Isabella Sandy – Senior brand manager
Rhesya Agustine – Digital manager
Anastasia Walla – Assistant brand manager

Managing director: Sony Nichani
Executive creative director: Ravi Shanker
Creative group head: Laura Paais
Creative group head : Aji pambudi
Art director: Fikri Fazri Wirawan
Head of digital: Chetan Shetty
Account director: Roma Das, Winda Fitriyani
Agency producer: Yuannita Pancaarini, Yuni Pratomo
Production house: Fast Films
Director: Micki Mahendra
DOP: Arnand Pratikto
Executive producer: Hamdani
Producer: Menuk, Iman
Art (film): Andhang
Wardrobe: Hana
Make up: Jimmy
Post production: Pyramid Post
Offline editor: Imam Isa
Music: Doni

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