PT Lautan Natural Krimerindo, also known as Ellenka, has launched a series of ads personifying “unhealthy” foods such as cheese cake and coffee. This was to promote its new product FiberCreme, a multipurpose creamer which boasts to be healthier with higher dietary fibre.
In the spots, the foods attempt to repair their “friendships” with their consumers, going as far to take up exercise, in a bid to get healthier.
The first spot focuses on a woman’s friendship with cheesecake, told from the point of view of a cheesecake. The spot shows the woman repeatedly returning to the fridge for the cheesecake in the early days of their friendship, before the former decides to embark on a healthier lifestyle.
Since its posting on Facebook, the post garnered 205,879 views and over 1,500 reactions at the time of writing. Watch it here.
The second spot zeroes in on a guy’s friendship with coffee, this time from the point of view of a cup of coffee. Reflecting on the friendship, the cup of coffee shows remorse for “pushing too hard” and asks for “a second chance”. The spot garnered 267,057 views and over 2,500 reactions at the time of writing.
The campaign was conceptualised by iris Jakarta, and runs in cinemas, online film, digital, and on-ground activations. According a press statement, the idea of the campaign based on the truth that people nowadays live a healthy lifestyle and avoid unhealthy food. It runs from August to December 2017 and targets all consumers, as well as Millennial mothers looking for quality solutions for them and their families.
Agency: iris Jakarta
Client: Ellenka (FiberCreme)
General Manager: Irvan Permana
Creative Director: Albert Chan
Group Head: Adri Zainuddin
Art Director: Feby Elsadlora, Michael Louis, Willson Ariyaduta
Copywiter: Ahmed Pasha, Andika Nugroho
Account Management: Roma Natalia, Ahmed Syakbani
Produced by KOI Films
Film Director: Upie Guava
Executive Producer: Eva Depari
DOP: Ario Wirawan