‘Lazy’ Indonesians told to ‘lift the nation’s dignity’ in Grey campaign for pharma company

Pharmaceutical company Combiphar is urging Indonesians to get on their feet and walk after they were branded the laziest people on the planet.

The marketing drive follows a Stamford University survey, which found Indonesians to allegedly be the world’s biggest couch potatoes. The research claimed that Indonesians took fewer steps than any of the other 46 nations studied.

In an online campaign created by Grey Group, a 90-second ad shows Indonesia sportsmen and women striving for glory. The film then encourages every citizen to to walk an extra 500 steps each day to “lift the nation’s dignity”.

It has been produced in partnership with the organising committee of the Indonesian Asian Games which begins on Saturday.

An agency spokesperson said: “The archipelago ranked last when it came to steps taken per day among 46 participating countries giving it the undesired tag of the laziest nation.

“Combiphar with its mission of ‘championing a healthy tomorrow’ wants to help Indonesia shed the tag.”

And Grey Indonesia and Thailand chief executive Subbaraju Alluri said it was “not every day” an agency is presented with a brief to “uplift an entire nation”.

Combiphar said championing a healthier Indonesia was its “north star” with the campaign being a “step in the right direction”.


Client brand team: Junita Kartikasari, Afra Amalia, Devy Maulina and Erik Darmawan

Executive creative director: Nugroho Nurarifin

Creative team: Finy Tjong, Juenre Sitanggang, Yohanes Devan Rudinatha and Maria Priscilla

Digital team: Okky Octavianus Daud and Linda Shafura

Technology team: Delano Hernaz and Gunawan

Planning manager: Ilmalana

Business director: Sawitri Hertoto

Senior account manager: Donny Narendra

Director: Luthfi (Upie Guava)

Director of photography: Wira

Executive producer: Dayeng

Producer: Tessa Antonis


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