Anlene has rolled out a new campaign to launch its new product called Anlene Heart-Plus.
Conceptualised together with BBDO Malaysia, the campaign is centered around "growing young together." The campaign seeks to trigger conversations about ageing, debunking the myth that it should restrict mobility and lifestyle choices.
Building on the insight that women are usually the ones pushing their partners to stay healthy, the campaign is focused on encouraging married, middle-aged women to look to Anlene Heart-Plus for themselves and their partner, and inspire them to engage in activities they can do together, even as they age.
The video features local jazz singer Sheila Majid and her husband Acis as living embodiments of the proposition.
Watch the spot here:
The BBDO team on this project included VJ Anand, ECD; Lee Tak Shune, creative director, Lay Jian Yi, creative director; Krystle Morais, copywriter; Hugo Pacheco, account director and Khalida Kamaludin, account manager.