Visual Communication, Narrative Building
CLIENT
Indofood
YEAR
2021
SERVICES
Copywriting
Illustration
Editing
Campaigns & Strategy
Editorial Design
Celebrating independence and Eid Al-Ftr.
Once again working together with Indofood, and for two consecutive years, we were asked to develop festive campaigns for two of the biggest yearly events in Indonesian society – Independence Day or HUT RI and the ubiquitous Eid Al-fitr.
In developing the campaigns for these two events, we had to consider and examine the behavior of people towards festivities in during the pandemic, especially during its early stages. To that effect, we developed #MerdekaBareng and #NusantaraRasa for HUT RI 2020 and 2021 respectively, as well as #BerbedaBersama and #BukaLebaranmu for Eid Al-fitr 2020 and 2021 respectively.
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The campaigns for the 2020 events focused on togetherness, on celebrating difference and coming together regardless – something that was very much important during the early stages of the pandemic. The 2021 campaigns were more explorative, and empowered new avenues of celebration while still remembering the roots of our cuisine. We conveyed all of this through crisp copywriting and magnetic illustrations that could fit in print ads and on social media.
COLLABORATORS