Campaign details
Brand: Bear BrandAgency: Mindshare
Strategy
Objective
This year, Ramadhan was going to be difficult.
The dark cloud of COVID-19 had changed the emotional landscape of Ramadhan.
Ramadhan was an important occasion for us to drive consumption. Ramadhan represented purity and our core benefit of "Physical Restoration" had a natural home as an aide to fasting.
But sensitivity during a context like this was key.
A "selling" campaign would have not been line with the emotion of the moment.
Being "opportunistic" in a time of crises was not in line with our values.
Our purpose of...