THE MASKED BILLBOARD

TitleTHE MASKED BILLBOARD
BrandDANONE
Product / ServiceAQUA
CategoryA01. Fast Moving Consumer Goods
EntrantWUNDERMAN THOMPSON Jakarta, INDONESIA
Idea Creation WUNDERMAN THOMPSON Jakarta, INDONESIA

Credits

Name Company Position
Mark Verhagen Wunderman Thompson Indonesia Deputy Executive Creative Director

Cultural / Context information for the jury

After being in strict quarantine for around 4 months in Indonesia, the government decided to loosen up their quarantine. Yet. despite the governments’ attempts to apply strict health protocols and even after issuing fines for those caught without a mask, many Indonesians continued to live their new normal with their old habits. They continue to go out without masks, causing Covid 19 cases to skyrocket again. In order to change people's behaviour and convey the message on the importance of wearing a mask, AQUA, the pioneer and market leader of the mineral water category who believes in inspiring goodness through healthy hydration decided to lead by example and literally covered up their own ad on their largest billboards with a mask. By the end of the campaign, The Masked Billboard reached over 51 million social media users online and people wearing a masks in public increased by 22%.

Translation. Provide a full English translation of any text.

Indonesian: Tetaplah #PakaiMasker Tetaplah Terhidrasi English: Keep On Wearing Your Mask Stay Hydrated

Is your billboard / poster larger or smaller than a 6 sheet poster (1200 x 1800mm)?

Yes it is