- VIT is a challenger water brand who just launched a rebranding campaign - Lepasin Aja (Keep It Light) and wants to target people in transition (college students, newlyweds, and early nesters) to encourage them to just keep it light amidst life’s challenges.

- In Indonesia, cups (240ml SKU) are mostly consumed during Ramadan as it is served daily during break-fasting. VIT wants to capitalize on the occasion by making VIT the go-to cups brand for Ramadan

- VIT designed their cups labels with “inspiring quotes” to help Indonesians lepasin aja by inspiring them to “keep it light” during the overwhelming situations encountered during fasting.

- VIT needs a strong digital campaign to support the packaging design and ride on the high consumption frequency during Ramadan

- Developed a series of Instagram stories templates based on the top 5 challenging situations gathered (that also aligned with the cups packaging design)

- Using vertical video-series on first-POV, we provided the most-usual to the most-annoying questions in different Ramadan moments, encouraging Indonesians to answer and interact with the brand. Indonesians were asked to take a screenshot of the IG story, fill in the blanks, and post it on their own accounts.