Continuing on its ‘You Choose’ platform from last year, the campaign aims to strengthen A Mild’s connection to young adult smokers via the brand’s 'Bukan Basa Basi' (‘No Bullshit’) take on the election.
The campaign is slated to run from the pre-election period up to the national elections in April 2009.
Credits:
Project name: A Mild ‘You Choose’ Campaign
Client: PT Sampoerna (Philip Morris International)
Brief: Use the 2009 election in Indonesia as an opportunity to strengthen A Mild’s connection to young adult smokers under 24 with A Mild’s ‘No Bullshit’ (‘Bukan Basa Basi') take on the election.
Creative agency: Bates 141 Jakarta
Executive Creative Director: Hendra Lesmono
Writer: Laura Marina
Art director: Daniel Sunaryo
Account Director: Heru Santoso
Media Agency: Initiative Media
Production House: Gama Pratama (Jakarta)
Director: Taveepon Teerawicitchainan (or ‘Chiang’!)
Exposure: National TV and outdoor
