Mondelez’ biscuit brand, Biskuat, has reopened its Biskuat Academy for the year. The long-standing sports marketing programme supports the resilience of Indonesian children in line with the brand’s mission to nurture true inner strength among children by giving them the right set of values.
The Academy is being promoted in a campaign by Leo Burnett Indonesia that uses emotion to stand out against the noise soccer is making globally as the FIFA World Cup approaches.
“Biskuat is a brand with a special place amongst Indonesian families. The Biskuat Academy platform started in 2009 as a part of our constant effort in serving our communities. The Academy helps activate our purpose of helping Indonesian kids unlock their inner strength. Soccer has been closely related to the brand over its 20+ years of existence due to its mass appeal but today we recognise there is limited support behind local champions and their supporters and we wanted to spotlight that during this campaign,” explained said Nikhil Rao, vice president marketing, Mondelez SEA.
“Biskuat Academy has always attracted many soccer aspirants and has helped provide true opportunity to kids through the mentors and training which the brand has been able to facilitate. To support this edition of Biskuat Academy, we wanted to help create awareness about the soccer’s unspoken heroes who have spent their lives helping kids achieve their dreams,” added Thanh Vo, director fuel and wellbeing, Mondelez SEA.
To cut through the current soccer noise, Leo Burnett decided to spotlight a relatively unknown coach Bang Aji, founder of football club Persigawa, who has trained thousands of kids since 1987 with significant success.
He was inspired watching kids play with passion with a plastic ball and committed himself to helping underprivileged kids get access to training. Despite limited financial means, the Persigawa club has provided free coaching to all kids and today has six branches in Jakarta.
“Through the story of Bang Aji, we wanted to deliver the message that true talent can take you places no matter what your circumstances are. Grassroot coaches and clinics have provided immense support to Indonesian football, and we want our audience and consumers to support these in their own ways. It’s time to pay homage to true heroes of Indonesian soccer who, despite limitations, have supported the growth of talent,” commented Ravi Shanker, chief creative officer, Leo Burnett Indonesia.
This film was directed by Rajay Singh & Zhafran S., shot in Jakarta and Yogyakarta, and produced by Directors Think Tank, Malaysia.
This is Biskuat Academy’s 4th year of collaboration with the Indonesia Ministry of Sport and Education (since 2019). The Academy has grown its participants year-on-year , with more than 25,000 participants last year, and is expecting even more this year. Biskuat has increased the number of training classes to accommodate growing participation.
The campaign kicked off in September and is supported over the next two months through a series of initiatives across social platforms and events. Biskuat Academy is now open for registrations and is looking for the next generation of footballers.
Credits
Client: Mondelez SEA & Indonesia
Vice President Marketing: Nikhil Rao
Director of Fuel, Wellbeing & Biscuit Business, SEA: Thanh Vo
Head of Marketing Indonesia: Maggie Effendy
Brand Manager: Hanz Danielle Lao
Brand Manager Biskuat Indonesia: Andhika Lestari
Advertising Agency: Leo Burnett Indonesia
Chief Executive Officer: Sony Nichani
Chief Creative Officer: Ravi Shanker
Senior Creative Director: Oliver Sarmiento
Creative: Achsa Zenada
Regional Business Director: Monideepa Nandi
Account Director: Dieyan Bernard
Senior Account Executive: Salma Shahab
Agency Producer: Budiarto Lambot
Production Manager: Merry Gultom
Associate Social Media Director: Timothy Laksmana
Social Media Supervisor: Rezzi Saputra
Production House: Directors Think Tank
Executive Producers: Heng Tek Nam & Intan Sham
Directors: Rajay Singh & Zhafran S.
1st AD: Bona Ventura & Dimas Putih
DOP: Arif Bontang
Editor: Boyd See
Producer: Audri Ferainy Iswandari
Line Producer: Mey
Production Assistant: Fanni & Icha
Art Director: Ari Bima Teja
Make-up: Rizka Shafira
Wardrobe: Nadira
Post Producer: Vinie
Colourist: Ben Conkey
Online Editor: Akira
Music: Black Cat White Cat Music (Japan)
Music Executive Producer: Timo
Music Director: Erik Reiff (Berlin)
Media Partners: SPARK Foundry & Publicis Groupe Indonesia
