CASE STUDY: How Mondelez tied the Biskuat brand to children's creativity in Indonesia

Background and aim

Biskuat has always associated itself with developing Indonesian children’s talent. For its 15th anniversary in 2013, the brand chose not to focus on sports as it had in prior years and instead devised a participatory programme focused on creativity.

Execution

The brand launched the “Biskuat Kreasi Semangat” (Biskuat’s Passion Creation) programme in May 2013, inviting children aged 7 to 13 to 'audition' to be directors, screenwriters, camera operators, music composers, wardrobe consultants or actors for a film to be produced entirely by children.

The brand held roadshows in seven cities (Jakarta, Bandung, Medan, Makassar, Palembang, Surabaya and Semarang) for live auditions, and also accepted video submissions through a website and CD auditions by mail.

Fifty children made it through the audition phase, then spent two weeks at a 'Passion Camp' producing the film under the guidance of professionals from the movie industry, including director Ardy Octaviand and cameraman Agung Dewantoro.

A 13-year-old Balinese girl, who has also published two novels, wrote the script for the film, '1000 Balon' (1000 Ballons), which focuses on a vacation that turns into an adventure for five best friends who solve a treasure mystery.

Result

More than 6,000 children took part in the audition phase of the programme.

Blitz Megaplex screened the movie for the public on 25 December in Jakarta, Semarang, Surabaya, Bandung, Palembang, Makassar and Medan.

As of 1 January, 573 people had watched the movie in the cinema, and another 1,218 viewed it at free local screenings in individual communities.

One of the country's largest TV stations, RCTI, will air the film on 18 January.

​The initiative received endorsement from the Ministry of Education and Culture, and the finished movie obtained an award from the Indonesian Record Museum (MURI) as the first cinema movie made by Indonesian children.