Sampoerna Kretek Hijau
Nonton #AmbilAsiknya
Targeting low-income Indonesian men, we adopt their wise outlook of life using a local saying: "ambil hikmahnya" (take the silver lining) and turn it into #AmbilAsiknya (take the fun side). Ambil Asiknya is not just about accepting a situation but also trying to outsmart problems in their own laid back and comedic way of life.
We rejuvenate the legendary "Geng Ijo" of Sampoerna Hijau brand. They are a group of people who can always find the fun side in every situations. We shift their image from village boys into outskirt-of-town city slickers with more tricks up their sleeves to solve daily life problems, shown in the TVCs we created.
Credit
Client : Sampoerna Hijau
Agency : FTW
ECD : Leonard Wiguna
Creative Lead : Talitha Lila
Art Director : Jaza A. Ramada
Copywriter : Mayang Pastikaratri
Director : Arie Ong
