ANDRE_TU7UH
Spotify - Artism Binaural Mix
Cannes Lions | Spikes Asia | Adfest | MadStar | Citra Pariwara
Approximately 75 million people around the world are diagnosed on the autism spectrum, or what we call “neurodivergent.” They have higher theta/beta ratio brainwave frequency in the frontal brain region compared to a regular person. Their minds are different, and the world sees this as a liability and thus unfit for employment - when in fact, it is the very reason they possess unique creative potential. Art has become more than just a therapy tool to help people with autism overcome sensory barriers and develop social skills. Some of them take art as their life passion, and they aspire to become true, thriving artists.
Autistic people translate the world differently and produce distinct expressions, especially through artworks. We discovered that their minds could be unlocked through the power of music. We then conducted studies on the effects of Binaural Beats on the brainwaves of artists with autism spectrum.
Specific binaural beats in alpha range are incorporated into chosen songs. Artists with autism spectrum will create art while listening to the binaural boosted music. This boost of binaural beats are proven effective as their attention peaks were enhanced, thus making it easier for them to concentrate on creative tasks. The result is a whole new kind of art that is exhibited on Spotify Canvas, which can be accessed by everyone through the official playlist of ARTISM EXHIBITION: Binaural Beats Mix. Through this idea, we want to put a change in motion for the art market, embrace inclusivity, and welcome neurodivergent with a new art genre they can own.
We attract attention by using the hottest record label among youth in Indonesia to introduce the art to the public. The artworks are displayed at music concerts and captured by the media organically. Through this strategy, we managed to convert the fan base from the popular musician into visitors to the ARTISM Exhibition, capturing the attention of youth across the nation.
OCBC NISP - Currenshe
OneShow | Spikes Asia | MadStar | Citra Pariwara
Indonesia. A deeply-rooted patriarchal country that its economy depends so much on women. Among 64 million MSMEs that contribute 60% to Indonesia's GDP, 64% are actually managed by women. Ironically, most of these women businesses were built due to conditions. It's hard for them to compete in the workplace. However, most of their businesses have potential yet they choose to remain small.
These womenpreneurs became the unreachable segment that lack access to financial support. Most funding programs in Indonesia still prefer businessmen. Our task is to reach these hard to reach womenpreneurs and assist them to get access to financial support, to grow themself, their businesses, and achieve their financial independence. For strong womenpreneurs create stronger nations.
As OCBC NISP has made a revolutionary bank transformation by providing well-rounded financial services, this has to reach these unreachable womenpreneurs or else nothing much would change. Hence, to reach the unreachable, we're utilizing the closest instrument in these womenpreneurs' daily business: Money.
Through CurrenSHE, we transform our banknotes into a portal using Augmented Reality technology for the hard-to-reach womenpreneurs to achieve their financial independence. Connecting them with tailored-womenpreneurs financial services, from advance business coaching, expert financial consultation, up to funding their capital investment. To foster and transform these womenpreneurs into modern solid women warriors.
To pass on OCBC NISP's transformation to the womenpreneurs, we transform banknotes into a portal for them achieving their financial independence. Using AR technology, we resurrect 6 women warriors over the 6 different denominations that are dominated by male warriors. Let them tell their battle stories, passing on their warrior spirits for families, for the nation.
All the stories, illustrations, voice-overs, dialects, and music utilized here were crafted based on the real history of these women warriors and fact-checked by a credible historian. At the end of the filter, we lead these women to our program hub that connects them to well-rounded financial services & products.
The campaign was socialized across mediums: Start from online snowballing to offline and on ground. Through OCBC NISP CurrenSHE, we're assisting these womenpreneur at every step to the access that shapes them into strong modern warriors, fighting & leading for their brighter future.
BRINS - The Extinguisher Mat
Spikes Asia | MadStar | Citra Pariwara
Home to variously scattered populous areas, fire incidents have become one of the deadliest disasters in Jakarta. Over 3000 fire incidents, 75% occurred in densely populated areas (Indonesia Central Bureau of Statistics, 2021). This situation challenged BRINS as a fire insurance provider in Indonesia, specifically around Jakarta area, how to be not only responsive but also preventive in this situation?
Enhance the familiar way of fire fighting through an innovative tool with a traditional twist to make it more effective, accessible, and minimize the risk of fire incident. We targeted people in densely populated areas that doesn’t have a fire extinguisher and make The Extinguisher Mat as a mandatory emergency item to be made accessible anytime in every home. We wanted to build fire-safe environments across Jakarta, raising awareness on the importance of having full protection through BRINS’ fire insurance.
We made an awareness-provoking depiction on how to deal with fire through catchy traditional style of illustration. The object of the visual and the context of the headline carefully chosen and crafted based on the top three of main reasons that trigger the cause of the fire. These illustration then printed on high-absorbent burlaps utilizing an anti-fire mixture created by mixing AF21Y (a chemical flame inhibitor) with ink pigment made it as a traditional-fire extinguishing tool that formed as an useful mat. While distributing The Extinguisher Mat to fire prone housing around Jakarta, we have also done community outreach to educate how to perform a proper countermeasure.
To make it more accessible, we placed The Extinguisher Mat in the most crucial fire-prone points to function as a fire extinguisher box that can be broken to be used in case of emergency.
It becomes the solution for those who cannot afford fire extinguishers. Hence, now they finally have a proper tool in case of emergency with minimum risk of fatality.
Collaborated with the Fire Services Department to validate the quality, this mat has proven effective in extinguishing source of fire, then fairly distributed to protect 14 crucial areas.
Rentokil - The Horroroach
Spikes Asia | Citra Pariwara
In Indonesia, a widespread fear of cockroaches, known as Katsaridaphobia, exists alongside rich cultural folklore. This setting forms the backdrop for the "The Horroroach" campaign, leveraging these deep-rooted fears and traditions.
Indonesians commonly resort to ineffective cockroach sprays. Rentokil, a leader in pest control, faces a challenge: its home service offerings are relatively unknown. This presents an opportunity to enhance Rentokil's visibility in the home pest control market.
"The Horroroach" campaign aims to boost awareness of Rentokil as an effective home pest control service. By fusing the fear of cockroaches with culturally relevant auditory storytelling, the campaign seeks to transform public perception, positioning Rentokil not just as a pest control solution but as a brand that understands and resonates with Indonesian cultural nuances.
The campaign transforms cultural lullabies and rituals into a spine-chilling auditory experience by integrating the real sounds of cockroaches. This evocative soundscape, aired in homes, immerses listeners in an environment where cultural familiarity meets unsettling fear. The juxtaposition of soothing, traditional melodies with the eerie rustling of cockroaches redefines the perception of these common pests, elevating them to symbols of dread deeply rooted in the Indonesian cultural context.
High engagement resulted from the unique mix of auditory innovation and cultural content, encouraging listeners to share their experiences and sparking online and offline conversations. Notable behavioral shifts occurred in pest control, with increased demand for professional services, particularly for Rentokil, indicating a change in public response. Rentokil’s image was transformed, now seen as a culturally insightful and innovative brand, beyond just pest control. Successfully meeting its goals, the campaign significantly boosted Rentokil's brand awareness and altered public behaviors and perceptions towards pest control, demonstrated by the rise in brand recognition and customer queries.
Kratingdaeng - Ini Energi Gue
Citra Pariwara
The Dog Copyrights
Citra Pariwara
Salonpas - Fast Pain Reliever
Citra Pariwara
Laurier - MenstrueAid
Citra Pariwara
Nongshim Bulgogi - STY
Citra Pariwara
JNE - Finding Solemate
MadStars
Blibli - TheOfflineBannerAd
Citra Pariwara
In Indonesia, October to December is a month of shopping. All eCommerce in Indonesia offers discounts and other prizes to win the market in that particular month. The media placement, mainly digital, is filled with our competitors’ ads. But, every brand is doing the same thing, especially our direct competitor. We need to find different and innovative ideas to break the clutter as a challenger brand.
Adopting the relevancy strategy as the banner ad does, but one thing is different, we make it in real life rather than in digital. We put a banner ad at the relevant object in real life. The banners took over the streets, making everything become a relevant ad. We even matched the exact price and delivery services in each location. The QR code is given to scan and direct them to the specific product related to the situation.
Toa Basmi Corona
Citra Pariwara
Indonesia, as the country with the most mosques in the world, has a very powerful medium to spread information and also symbolizes togetherness. Through mosque speaker or TOA, we bring valid information about Covid-19 closer & more understandable for people in rural areas. During Pandemic, social distancing happened in the capital city of Indonesia, but not in rural areas. Because the information regarding the virus is not attached to them. We designed the information using Islamic verses to make it relevant with the situation & can be used by any mosques. Even the Indonesia Ministry of Religion supports the campaign.
LinkAja - Happy Father's Day, Mom!
Citra Pariwara
LinkAja, a brand who believes in equal rights to financial access, wanted to stand up for 7.9 million Indonesian single mothers, who work as the breadwinner for their family, yet their status are still being judged as taboo in the society. So we created a social experiment film to reveal the truth, by asking the people who deserve to judge them the most. Their kids.
The film initiated public figures and politicians to talk about changing perspectives towards working single mothers, even pushing a government policy to support single mothers in this pandemic.
Donasikan Ongkosmu
Citra Pariwara
#PesanSemangat
Citra Pariwara
UMKM Indonesia - Bangkit Bareng
Citra Pariwara
For most Indonesians, “X” it’s a symbol of distance. But for UKM Indonesia, it’s a symbol of hope. Millions have lost their job due to Covid-19. But there were people who chose to survive. They took a huge step by started their own small businesses.
With so many “x” symbols which everyone must paid attention to, we saw it as an opportunity to promote their businesses to the next level. We went around public area and hijacked every “x” symbols with their photos and personal messages. Like all those survivors, we believe that even challenges could become opportunity. #BangkitBareng
Gojek - Cerdikiawan
Gold at Citra Pariwara
Gojek’s journey began in 2010 as a motorcycle ride-hailing call center in Indonesia. The homegrown app was then launched in 2015 with only three services: GoRide, GoSend, and GoMart. Since then, the app has evolved into a Super App, a multi-services platform with more than 20 services today. Gojek is now a leading technology group of platform serving millions of users in Southeast Asia.
In 2019, Gojek changing the logo to symbolizes the transformation from being a ride-hailing service to becoming the largest Super App with three platforms: consumer, driver, and merchant applications, with a variety of smart ways to eliminate hassles. Gojek believes that with Gojek, and with continuous technological innovations, There Is Always A Way to solve everyday problems and affect positive social impact like a spirit of all Indonesian, CERDIKIAWAN.
AIMI - Eatery Project
Citra Pariwara
40% of offices in Jakarta don’t have breastfeeding rooms. This has forced working mothers to breastfeed/breas-pump in a toilet. Nobody took action. So, we hijacked a national event where Indonesia’s Minister of Health was the spokesperson, and revealing an eye-opening film. The film has enforced the law which requires every office to provide breastfeeding rooms. We directed people to our website where the movement started with a form to be submitted by HRDs nationwide to help every office build a breastfeeding room. The result, One Minister took action, One law got enforced, Hunderds of forms submitted Millions of mothers earned their rights.
GPSandal - Lenovo Mobile
Citra Pariwara
9 out of 10 Muslim across Indonesia lose their sandal after Friday prayers, causing unease and the lost of concentration. So Lenovo, a popular technology company in the country decided to help by creating the GPSandal; an anti-loss footwear with a built-in tracking device using existing GPS technology. Introduced at a popular Tech event in Jakarta, they were extremely well received and the news of this clever yet simple idea went all over the social media within hours. The GPSandal quickly became the #2 trending topic resulting in thousands of enquires for orders. With GPSandal they can now focus on their prayer and not worry about losing their sandals. To many the GPSandal is indeed proof that blessing can come un many forms.
Donate My Lunch - Sahabat Anak Indonesia Foundation
Disruption Award
Gold in Citra Pariwara
Bronze in Spikes Asia
Sahabat Anak, a small NGO, finds its appeals for donations to continue ongoing education work with street kids are drowned out by big, cashed-up charities during Ramadhan, where the focus turns to food donations. The Brief was to find a low-cost way to cut through the noise so that awareness and donations continued through Ramadhan. Conventional paid media were out of the question. The objective was to establish a repeatable annual campaign strategy for Ramadhan that could build from year to year, becoming a valuable and recognized property of Sahabat Anak. As such, this was to be a trial event in 2016.
We turned e-commerce into e-charity. DONATE MY LUNCH hijacked popular local online shopping marketplaces with virtual restaurants, where people who were fasting during Ramadhan could donate the money they would normally spend on lunch. All they had to do was select their virtual lunch and pay as normal online to donate. We drove traffic to DONATE MY LUNCH with digital menu posters that linked directly to the online restaurants. We enlisted the support of food bloggers and popular social media influencers to share and promote the program. By delivering printed thankyou stickers to donors, we satisfied the rules of the online marketplaces requiring physical goods to be delivered after purchase.
We discovered that during Ramadhan, Indonesian consumer habits were changing. Whereas Moslems traditionally took a break and rested during the midday period, now data indicated a massive (84% overall) spike in online shopping behaviour during the same daypart. Indonesians were shopping online when they used to be napping. It was this trend that triggered us to go online to capture some of this as-yet unrecognised audience. For our target of Moslems from late teens to mid thirties, online shipping behavior varies, but the places they all go to reliably are the major e-commerce marketplaces. And to open a store in mst of them is free, which fit our budget. Since the seasonal sentiment was always biased toward food donations to the poor, the connection between the fasting month and donating your lunch was established.
POSTERASI - HEINZ ABC
Silver at Adstars Busan award south korea 2013
Bronze at Citrapariwara 2013
Terasi is the key ingredient in a favorite Indonesian condiment. SAMBAL TERASI with a smell sure to arose appetittes. But it’s hard work. Heinz ABC Sambal Terasi delivers homestyle flavour without the laborious preparation. Yet to many Indonesian cooks, homemade is still the best, and some remain unaware that convenient alternative exists.
POSTERASI is a poster to deliver real sambal terasi aroma to arouse appetites and raise awareness of Heinz ABC Homestyle Sambal Terasi as the authentic alternative.
We place the poster in traditional market selling the raw ingredients for sambal Terasi and in restaurant where patrons could experience the aroma of the sambal. Previously only sold in modern trade, The ABC campaign entered a potentially much longer salles territory of traditional markets and restaurants.
Woodcut posters are the most authentic Indonesian grass-roots print medium perfect to communicate the true home-style nature of the product. Plus we added the extra stopping power of real Sambal Terasi smell to complete our 100% Indonesian poster. The long-standing tagline translates as: ‘makes food more appetizing’.
Young Lions Finalist 2013
COMET - ECO HELMET
How to reduce carbon emission in Jakarta?
JAKARTA HAS BAD EMISSION PROBLEM The most carbon emission comes from motorcycle, with 9.6 kg carbon emission/day. It is impossible to reduce the number motorcycle in Jakarta, since it’s the most efficient vehicle when it comes to COST and TIME.
So, How to reduce carbon emission of motorcycle in Jakarta?
Our Target are BIKERS Whose motorbikes are precious things for them. They have prides for their motorcycle. And most of them are enlisted in a motorcycle club.
Our solution is TiO2 (Titanium Dioxida), Chemical that can change CO2 into H2O and O2. Also great for paint, enhance color and make it bright. With perfect composition with paint, every one square meter = one tree.
We put that chemical into COMET (eco helmet) The helmet that can reduce carbon emission. COMET is an ordinary helmet re-color/re-paint with a special paint that consist TiO2, so wherever their motorcycle go,they responsible to clear the air again.
Shortlisted White pencil D&AD 2012
Silver pinasthika award 2012
Finalist Citrapariwara Indonesia “Digital Category” 2012
CONCERT4PEACE
Concert 4 Peace
is a non-profit movement to celebrate Peace Day on 21st of September through music show that will be on-air for 24 hours non-stop on c4peace.org.
Music has the power to ease conflict and to move the world community to action. Humanitarian concerts are more often performed by singers and bands with big names. Now it’s time for you to take part! It is from and for the people. Be part of the first 24 hours online celebration in the name of PEACE.
Finalist Citrapariwara 2012 Guerilla Category
FOLLOW ME - MINI COOPER
To boost their social media presence, MINI Indonesia asked us to create a simple information card to be given out at roadshows. Instead of doing something that was normal, we gave it a MINI touch. During events, MINI consultants stuck paper on the backs of unsuspecting roadshow visitors. As they walked away from the booth, the cheeky copy got curious passersby to take a closer look -- and discover MINI Indonesia’s social media links. What was intended as a message for potential buyers went on to capture even more fans.
Young Spikes Finalist 2011
DANDANINDONG
Indonesia have so many fashion brands with good design and quality, but not as appreciated as international brands.
How to make local fashion brand be popular and loved by indonesian people?
dandanindong is an activation where the target audience whose fashion sense normally influenced by their idol, now can choose and stylize their idols.
Of course using local brands.
Daun Muda Award Finalist 2010
WEARECCTV
WHAT MAKES JAKARTA UNORGANIZE ?
In Jakarta, written law are good enough, but the difficulty is when that law were implemented in the society.
The number of people who are responsible and able to defend it is too small.
wearecctv is a non-profit social movement which concerns about the condition of Jakarta and its surroundings, without any ownership from any party and with its members who care for Jakarta as the main motors.
FABER CASTELL - TREE
Cannes Lion Finalist 2015
Spikes Asia Finalist 2015
Silver & Bronze Citrapariwara 2015
Mc Donald - Delivery Service
The vast majority of Indonesians are familiar with the phone number 14045 as McDonald’s delivery service number.
