It’s in Me – AQUA
Healthy Movement Campaign
In 2011, AQUA, a leading mineral water brand owned by Danone Indonesia, was planning to have a health campaign to endorse public to start healthy lifestyle. We created several print ads, outdoor advertisements and the TV commercials to support the campaign, specifically targeted to on-the-go segment (AQUA small package consumer). Several aspirational celebrities and key opinion leaders were selected as the campaign endorsers, delivering the empowering message about starting the healthy lifestyle as a personal commitment. The advertising of this campaign was supported by Winky Wiryawan, Dewi Lestari, Sandiaga S. Uno, Becky Tumewu, Denny Sumargo, Mariana Renata, Nicholas Saputra, Richard Sam Bera, while on other channel, several other celebrities were involved.
To further strengthen the healthy lifestyle message for urban and mobile segment, the campaign also introduce a specially designed “It’s In Me” hand wristlet, available exclusively for the member of the movement.
Then, the second version of the TV commercial was created to inspire people to start their healthy lifestyle in easy and exciting ways.