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AQUA taps star power in new campaign from Y&R Indonesia

30 April, 2012


JAKARTA — Danone’s AQUA water has enlisted heart-throb movie star Nicholas Saputra to encourage healthy lifestyle in a new campaign from Y&R Indonesia.

Entitled ‘Role Model’ the campaign comprises TV, digital, print, outdoor, in-store and cinema. The message is simple yet highly effective as consumers are encouraged to crush their empty plastic bottles before placing them into the rubbish bin. As a good end after having a good start.

As consumers have already made the right choice by drinking AQUA mineral water as a good start, the brand invites consumers to also make the right choice when it comes to disposing of their empty bottle in a socially responsible manner, to have a good end.

Aligned with AQUA’s 2012 campaign theme, ‘Everything starts with us’, the TVC shows movie megastar and VJ Nicholas Saputra acting as role model to consumers by showing how to crush a used bottle and dispose of it properly. ‘A good start’ he says, referring to the health benefits of drinking AQUA, followed by ‘A good end’, referring to the environmental benefits of compacting the bottle before disposal. ‘Crush the empty bottle and dispose in its place’ the ad concludes.

Nicholas Supatra’s involvement, and the new crushing habit, has generated interest on social media in Indonesia which is Facebook’s second biggest, and Twitter’s third largest, market in the world.

Commented Febby Intan, AQUA Brand Director, “As a brand, AQUA is always endorsing healthy habits and behaviour as part of consumers’ healthy lifestyle. We hope this campaign will appeal to all Indonesia, especially the young generation, to take part in making Indonesian clean by having a good end after drinking AQUA.”

“This campaign perfectly showcases how AQUA is always committed to achieve a healthy Indonesia, including to make the environment clean. We chose Nicholas Supatra because of hiscelebrity power that makes him a great role model in creating a healthy lifestyle, as well as creating buzz in Indonesia’s very active social media scene,” added Andrew Dowling, CEO Y&R Indonesia.

Campaign credits:
Executive creative director Kevin Le
Writer JozaBayu / Anthony Sudhana
Head of Art Elias Marendra
Planner Melissa Torre
Client Service Director Eliza Fazia
Associate Account DirectorTin Reyes
Sr. Account Executive
Director Eugene Panji
Production House Pirate Film
Media agency MPG

Media enquiries:
Magz Osborne
Regional Communications Director
Y&R Asia
Tel: +65 6671 3106
Mobile: +65 9029 9271

About Y&R
Y&R is one of the world's leading global marketing communications companies. The agency’s work spans the communications spectrum and reflects the transformation that digital has driven across all media. We bring together the most experienced and most passionate leaders in strategic planning, channel planning, digital proficiency, and creative to create exceptional storytelling campaigns that build strong connections between our clients and their customers all around the globe.

In the past few years, the agency’s work has gained strong recognition by the industry. Y&R moved up to #6 from #14 on the Gunn Report and RKCR/Y&R is #1 in the U.K. and ranks #5 on Gunn's most awarded agency table. In 2010 at Cannes, Y&R was the #3 network worldwide. Y&R New York was the most awarded in the U.S. and #2 worldwide. The agency was also Network of the Year at the Art Directors Club, London International Awards and EPICA. This past year, Y&R added Network of the Year honors from the Dubai Lynx Awards to its credits and held on to the #1 ranking at the Art Directors.

Y&R has 186 offices in 90 countries around the world. Its clients are some of the world’s most prestigious global brands, including Virgin Atlantic, Xerox, Revlon, Beeline, Campbell’s Soup Company, Colgate-Palmolive, Danone, GAP, Land Rover, MTV, LG and Telefonica, to name a few.

About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Vietnam, Indonesia, Thailand, India and Malaysia.

The Y&R Philosophy – Resist The Usual
We are united around a single mission: To Resist the Usual. This philosophy is at the heart of everything we do – our approach to business, our creative product, client relationships, our people. We live to innovate, to differentiate ourselves and our clients.

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