Y&R activates street musical for Mizone in Indonesia

The four-month activation campaign, with the tagline of ‘Aku, Kotaku OK lagi!’ (Me, My City, OK again), invites young people to enter a competition to invigorate their city by coming up with an idea for a street musical. It suggests that by restoring an individual’s spirit, they can collectively restore the spirit of a city.

The auditions will be held in five cities across Indonesia, namely Jakarta, Bandung, Yogyakarta, Semarang, Malang and Surbaya, and will be judged by famous Indonesian artists. One team will be selected from each city and, to bring their ideas to life, they will be trained by professional experts in music and entertainment. All five teams will collaborate on a grand performance at the finale of the campaign and they will also take part in a future Mizone TVC.

The Mizone City Project 2012 is supported by digital, TVC, radio, print, outdoor and on-ground activities.

Eliza Fazia, client services director at Y&R, noted that this project required intensive preparation and solid team work from all parties involved. “We are very happy that the TVC kick-off received such a positive and exciting response from young people across Indonesia and we hope it will encourage many to participate in this project to invigorate their city’s spirit.”

Bibiana Lo, brand director at Mizone, said, “We launched on 12 February and have already got so much positive and encouraging feedback, both in terms of the feel of the campaign which is about sharing the spirit, enjoyment and curiosity of the Mizone City Project itself, and the levels of eagerness to join the project. All very promising and encouraging and we thank everyone involved. Let’s keep the spirit and passion going on this project!”