Aqua crush role model from Y&R Indonesia

Role Model.jpgIn this new campaign from Y&R Indonesia, Danone's AQUA water has enlisted heart-throb movie star Nicholas Saputra to encourage healthy lifestyle.

Entitled 'Role Model' the campaign comprises TV, digital, print, outdoor, in-store and cinema. The message is simple yet highly effective as consumers are encouraged to crush their empty plastic bottles before placing them into the rubbish bin. As a good end after having a good start.

As consumers have already made the right choice by drinking AQUA mineral water as a good start, the brand invites consumers to also make the right choice when it comes to disposing of their empty bottle in a socially responsible manner, to have a good end.

Aligned with AQUA's 2012 campaign theme, 'Everything starts with us', the TVC shows movie megastar and VJ Nicholas Saputra acting as a role model to consumers by showing how to crush a used bottle and dispose of it properly. 'A good start' he says, referring to the health benefits of drinking AQUA, followed by 'A good end', referring to the environmental benefits of compacting the bottle before disposal. 'Crush the empty bottle and dispose in its place' the ad concludes.

Credits - Executive Creative Director: Kevin Le. Copywriters: Joza Bayu, Anthony Sudhana. Head of Art: Elias Marendra. Planner: Melissa Torre. Client Service Director: Eliza Fazia. Associate Account Director: Tin Reyes. Director: Eugene Panji. Production House: Pirate Film.

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