JAKARTA: Leo Burnett Kreasindo has beaten off 10 agencies - including
Ogilvy & Mather, McCann-Erickson and J. Walter Thompson - to win the
USAID HIV prevention project in Indonesia.
Burnett outgunned its rivals with its integrated communications
recommendations as well as the tagline, "Kenakan Kondom Atau Kena",
which translates as "wear it or risk it". KKAK, the abbreviation of the
Indonesian-language version of the tagline, is an acronym which
translates as older brother or sister, said Berndt Soderbom, Burnett
Kreasindo MD.
The campaign - targeted at commercial sex workers, their clients, the
gay community and drug users - will roll out by the end of the year.
The agency declined to disclose billings on the account, saying only
that it was "substantial for the region".
