AQUA Inspires Indonesia to ‘Be Water’ in Heartwarming New Y&R Campaign

Y&R Group Indonesia has launched a major new brand campaign for AQUA, which shows everyday heroes’ acts of kindness inspiring others to be ‘just like water’ in the purity and generosity of their deeds.

Just named Indonesia’s Most Meaningful Brand and one of Indonesia’s Most Valuable Brands by BrandZ 2015, Danone’s AQUA wanted to live up to those accolades with a meaningful campaign that both engages and inspires Indonesians by championing acts of everyday kindness everywhere.

Drawing from long-term tagline ‘Hidup’ (‘The Goodness of Life’ in Bahasa Indonesia) AQUA’s major new brand campaign focusses on real people who are ‘Bagaikan Air’ (‘just like water’) in that their actions embody water’s symbolic qualities including purity, generosity and transparency.

The TV component includes several television commercials (TVCs) – one features hidden camera footage of real people performing genuine acts of kindness such as returning a dropped wallet, offering their seat to a pregnant lady and helping to carry heavy groceries up stairs.

Other TVCs, and huge outdoor billboards focus on local heroes from different areas who are doing good for their community

Online, the website www.bagaikanair.com features interviews and background stories of the people in the campaign as well as encouraging people to submit their own stories of people whose deeds embody water’s essential traits, as perceived by people in Indonesia.

Commenting on the campaign, Febby Intan, AQUA brand director, said, “Y&R’s strategic insights showed us the properties that the people of Indonesia associate with water – pure, generous, calm, formless, timeless and transparent. By showcasing these traits in real everyday people, we feel this major new brand campaign will inspire Indonesians to be just like water and celebrate the goodness of life with AQUA.”

Y&R Indonesia Group CEO Matthew Collier said, “Yet again we are delivering great creative work driven by strong in-market insight and relevance, and proves that our client partner Danone AQUA’s position as Indonesia’s most meaningful brand and among the country’s most valuable brands is very well-deserved.”