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Our entry for the final of AdWar Advertising Campaign Competition by Pekan Komunikasi UI 2014. Gratefully, we could be the Silver Winner. Judges: Anantya Van Bronckhorst (CEO of Think.Web), Ridward Ongsano (Associate Creative Director, Ogilvy & Mather Indonesia), Kevin Timothy Oei (Associate Creative Director, Pantarei Communications), Daniel Siswandi (Head of Strategy, JWT Indonesia), and Feddy Goenawan (Creative Group Head, Bates CHI). James Hezekiah Laras Anggraini
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BEE INSPIRED
have you ever feel like everybody is moving forward except you?
TARGET
Annisa, 21 tahun.
LET’S MEET
ANNISA!
comparison is the thief of joy ROOSEVELT R.
INSIGHT
PRODUCT TRUTH Joy Tea Honey Mint brings refreshment and calmness. “plong”
find inspiration, without comparison.
IDEA
PRE-ENGAGEMENT
we’d like to get people talking about the feeling of #LeftBehind
ENGAGEMENT
BEE-INSPIRED.COM
a microsite where people can send their experience about how they get inspired by anyone around them.
+ =
They can also send it in a gift box. Joy Tea will deliver it to the receiver.
POST-ENGAGEMENT
We’re gonna record the gift-giving process and capture the receiver emotion. Then, the video will be
uploaded to Youtube. The senders will see how sweet this stuff is.
They’re gonna talk about it to other people and start to be inspired
with anyone around them.
DESIRED RESPONSE
Youth will see their surrounding as an inspiration, not comparison. Joy Tea Honey Mint is my best friend to bring back my joy.
