Please tell us how disruption in your market place inspired the work

While the rest of the mineral-water brands in Indonesia reacted to the pandemic by shifting their out-of-home consumption proposition into indoor consumption (and cancelling their out-of-home advertisement), AQUA chose not to be trapped in the rat-race of reactive marketing. Instead, it chose to serve a bigger purpose: standing up to provide guidance and goodness in the face of extreme uncertainties as a way to regaining market share and increase penetration in the new reality of life in a pandemic. The counterintuitive yet simple message of the billboard also subverts the consumer's expectation of a billboard's purpose, turning it into an effective channel to serve to serve the brand's objective: reminding those who are still out and about that they should be at home, being safe, and staying hydrated.