As one of the pioneers of the RTD tea market, Nu Tea was ready to move on from product-focused advertising and embrace what it means to become a brand: standing up for something they truly believe in. Acknowledging the individual uniqueness in Nu’s youthful target market, our campaign delivered a meaningful message with a fun, light-hearted execution and a memorable song that’s an anthem for celebrating yourself, with the tagline “Ini Buat Kamu” (Here’s To You).

We took the concept of celebrating individual uniqueness a step further by using not polished models for our billboards, but real Indonesian youths with real uniqueness. Through a road show covering 5 universities and 5 cities, we gathered hundreds of photos of young people, each with their own unique traits, and used them to be featured on Nu’s billboards in those cities.