Mondelez campaign in Indonesia spotlights unknown football coach | The work

In a new campaign for the snack brand Biskuat, owned by Mondelez, Leo Burnett Indonesia has chosen to highlight Bang Aji, founder of the Persigawa football club, who has trained thousands of children since 1987 with considerable success. Bang Aji is a relatively unknown coach in Indonesia, but one who has quietly paved the way for many young footballers. It is committed to helping underprivileged children gain access to education and despite limited financial means, the Persigawa club has provided free coaching to all children and now has six branches in Jakarta.

Although the film itself is not groundbreaking, Ad Nut welcomes the choice to highlight an unsung hero of Indonesian football. Rather than borrowing fame from a flashy sports star, many will benefit from learning the noble history of Bang Aji.

The campaign kicked off this month and will be supported over the next two months through a series of initiatives on social platforms and events. The film was directed by Rajay Singh and Zhafran S. and was shot in Jakarta and Yogyakarta.


Client: Mondelez SEA & Indonesia
VP Marketing: Nikhil Rao
Director of Fuel, Wellness and Biscuits, SEA: Thanh Vo
Marketing Manager Indonesia: Maggie Effendy
Brand Manager Biskuat Indonesia: Andhika Lestari

Advertising Agency: Leo Burnett Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Main CD: Oliver Sarmiento
Regional Sales Director: Monideepa Nandi Creative: Achsa Zenada
Account Manager: Dieyan Bernard
Senior Account Manager: Salma Shahab
Agency producer: Budiarto Lambot

PM: Merry Gultom
Associate Social Media Director: Timothy Laksmana Social Media Supervisor: Rezzi Saputra

Production company: think tank for directors
Executive Producer: Heng Tek Nam, Intan Sham Directors: Rajay Singh & Zhafran S.
1st AD: Bona Ventura & Dimas Putih
Cinematographer: Arif Bontang
Publisher: Boyd See
Producer: Audri Ferainy Iswandari
Executive producer: Mey
Production Assistant: Fanni & Icha
Artistic Director: Ari Bima Teja
MUA: Rizka Shafira
Cabinet: Nadira
Post-producer: Vinie
Colorist: Ben Conkey
Online editor: Akira
Music: Black Cat White Cat Music (Japan) Music Exec. Producer: Timo
Musical Director: Erik Reiff (Berlin)

Media partners: SPARK Foundry, Publicis Groupe Indonesia
Media Sales Director: Novi Suhartini
Senior Media Investment Manager: Andreas Ardhi
Associate Manager of Digital Media Planning: Anastasia Amanda Director of Media Planning: Hana Bilqis
Associate Director of Digital Media: Gaurav Tandon

Robert M. Larson