ORONAMIN C pursues creative collaboration to boost its brand

Japanese vitamin C drink ORONAMIN C recently released a TV commercial featuring comedians Raditya Dika, Pandji Pragiwaksono and Dodit Mulyono, as well as Indonesia-based Japanese actress Haruka Nakagawa. The brand ambassadors played characters from a well-known TV series in the 90s.

Along with the commercial, the company also commissioned four Indonesian illustrators, namely Mohammad Taufiq (@emtemte) , Anindito Wisnu, Bima Sakti (@bimawithpencil) and Riandy Karuniawan.

“We believe that creativity is needed in this era of digitalism, because nowadays consumers have a big enough role to determine what content they want to consume, and this causes brands to adapt to their taste through creativity” said a representative of ORONAMIN C.

Each commercial poster is illustrated according to the artist’s style with different interpretations of the characters. Anindito and Bisma created the artwork digitally with a more realistic approach, while Riandy went with an animated approach. Emte, on the other hand, focuses on the detail on every surface, from clothing pattern, facial features to background.

“Some of the things that have been done are in our brand’s mission to spread health and happiness,” said the representative.

Along with the commercial, the brand held offline activities to spread the message. Each illustration poster is printed and mounted on an entire truck installed with LED lights. The characters were strolling around the city in busy areas like Bundaran HI, Blok M, Senayan, Kuningan and MRT Dukuh Atas.

The illustrators on their social media handles also invite people to name the artwork along with a cash prize.

Watch the commercial here.