FCB Jakarta and Anlene ask who is the althlete on social media during Asian Games 2018
During Asian Games 2018, Anlene wanted to leverage the conversation regarding sports and active lifestyle. But they were not the sponsors, so FCB Jakarta, couldn’t show anything about the games, stadium, logos etc. Everyday ordinary people stretch to their limits to fulfill their responsibilities towards families, just like athletes who stretch to their limits to bring glory to the nation.
FCB Jakarta started with a provocative poll in social media by asking ‘Who is the athlete?’ Followed by a digital video & TVC – they juxtaposed Olympic badminton champion Liliyana Natsir vs. an everyday housewife and seeded the thought of both having the spirit of an athlete. Few homemakers disagreed with the juxtaposition. To answer them they invited common homemakers in a challenge with Liliyana, but they switched their roles. It was also broadcast via FB Live.
FCB Jakarta followed up with social media posts to continue the conversation and also commissioned a famous sports photographer Peksi Cahyo to capture common people with an athletic spirit. On Indonesia National Sports Day, they showcased those pictures in an exhibition.
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1 Comment
Nice! Real good work