The Leo Burnett Indonesia campaign marks the return of the Biscuit Academy, a long-running sports marketing programme.
Mondelez Biskuat, Indonesia’s iconic biscuit, has launched a new campaign created by Leo Barnett Indonesia. The campaign marks the return of Bisquat Academy, a long-term sports marketing program aligned with the mission of instilling true inner strength in children by instilling the right values.
“Biskuat is a brand that has a special place among Indonesian households The Biscuit Academy platform was launched in 2009 as part of our ongoing efforts to serve our community. The Academy helped revitalize our mission to help Indonesian children unleash their inner power. Football has been closely associated with the brand for more than 20 years of its existence because of its mass appeal, but today we recognize that there is limited support behind local champions and their supporters and we want to highlight that during this campaign,” said Nikhil Rao, Deputy President. Marketing, Mondelez SEA.
“The Biscuit Academy has always attracted a large number of aspiring footballers and helps provide real opportunities for children through the mentoring and coaching that the brand can facilitate. To support this edition of Bisquat Academy, we want to help create awareness about the yet to be announced soccer champion. who spend their lives helping children achieve their dreams,” said Than Vu, Director of Energy and Wellbeing, Mondelez C.
Football fever is on the rise worldwide, and Biscuit Academy has to beat it. Leo Barnett decided to highlight the relatively unknown coach Pang Aji, founder of Football Club Bersegawa, who has coached thousands of children with great success since 1987. He was inspired by excited children playing with plastic balls and committed to helping underprivileged children get training. Despite limited financial resources, Club Bersegawa provides free training for all children and currently has 6 branches in Jakarta.
“Through Bang Aji’s story, we want to convey the message that true talent can take you wherever you are. People’s coaches and clinics have provided tremendous support for Indonesian football and we want our fans and customers to support them in the future. In their own ways, it is time to honor the true heroes of Indonesian football who, despite their limitations, have supported the growth of talent,” said Ravi Shankar, Center Director, Leo Burnett Indonesia.
The film is directed by Raje Singh and Zafran S., shot in Jakarta and Yogyakarta and produced by Malaysian director Think Tank.
Biscuit Academy is the fourth year of cooperation with the Indonesian Ministry of Sports and Education (since 2019), the academy has increased the number of participants year after year, with over 25,000 participants last year and expecting more this year. Bisquat has increased the number of training classes to accommodate increased participation.
The campaign launched in September and will be supported through multiple initiatives across various platforms and social events over the next two months.
Bisquat Academy is now open for registration and is looking for the next generation of footballers.
See also – Creative
Client: Mondelez C and Indonesia
Vice President of Marketing: Nikhil Rao
SEA Fuel, Luxury & Biscuit Business Manager: Thanh Phu
Head of Marketing Indonesia: Magic Effendi
Product Manager: Hans Daniel Lau
Biskuat Indonesia Brand Manager: Andika Lestari
Advertising Agencies: Leo Burnett Indonesia
Executive Director: Sony Nishani
CCO: Ravi Shankar
First CD: Oliver Sarmiento
Regional Business Manager: Manideepa Nandi
creator: Asha Zenada
Account Manager: Diane Barnard
Senior Account Manager: Salma Shehab
Agency Producer: Bodiarto Lamput
Night: Mary Gultum
Deputy Director of Social Media: Timothy Laxman
Social Media Admin: Rosie’s son
Area of Production: Think Tank Director
Executive Producer: Heng Tik Nam, Sham Sham
Director: Rajai Singh and Zafran S.
First AD Bona Ventura and Dimas Poetei
HUBCAP: Aref Puntang
Editor: Boyd C
Producer: Audrey Phryne Iswanderi
Content row: Noodles
Production Assistant: Fanny and Isha
Art Director: Ari Pema Taiga
MUA: have a knife
Other Products: Vinny
Color: Ben Conkey
Online Editor: akira
Music: Music Black Cat White Cat (Japan)
executive music. Producer: Timo
Music Director: Eric Reeve (Berlin)
Media Partners: Spark Foundry, Publicis Group Indonesia
Media Business Manager: Navi Suhartini
Media Investment Executive: Andreas Ardi
Associate Digital Media Planning Manager: Anastasia Amanda
Media Planning Officer: This is Bilkis
Digital Media Managers Association: Gaurav Tandon
Type: tell a story
Category: sweet, food
Leo Burnett Worldwide, Fri, 16 Sep 2022 09:42:00 GMT