The brief: Olppaemi Project is a voluntary movement made by Anies Baswedan’s fans who want to support him in his bid for presidency. The concept is turning Anies’ smart image into a talented K-Pop Idol.

The work: I helped as a copywriter and creative in creating digital activities that rouse support on X and TikTok.

My idea is turned into #TakeAniesLookAtJakarta, a hashtag campaign that trended at more than 70k tweets, showcasing Anies’ work as Jakarta’s governor in a travel vlogging style. My hashtag #AForEvery1 unites X into trending during the last presidential debate. A jingle and a website I helped wrote and a website is currently ongoing.

I also helped manage the ongoing creation of a voting results verification effort, done fully by volunteers.

The brief: Tolak Angin is a herbal medicine brand that is very popular in Indonesia, but is losing the youth market due to its old image.

The work: As the creative group head, I lead the image transformation from an old brand into a younger one. #PIntarismePintarisyou, the campaign line, comes from “pintar” aka “smart”, pointing that everyone can be smart (pintar is me, pintar is you = I can be smart and so can you).

The brief: Genshin Impact is a multiplatform video game, and one of the biggest of its kind. To reach Indonesia players, it wants collaboration and KOL activity ideas.

The work: As the creative group head, I identify social media trends and KOLs that is relevant for both Indonesia’s general audience and gamer audience. The “Mudik ke Teyvat”campaign fits well with the game’s MENA’s inspired region and Indonesia’s islamic homecoming tradition, garnering focus and fervor from the media.

The brief: Gopay is a fintech arms of Gojek, and during the pandemic it wants to promote itself as the choice payment system for Google Play apps and games.

The work: As the copywriter, I hatched with the core idea “Hiburan Akhir Tahun” that plays with the phrase “Liburan Akhir Tahun” or “Year End Holiday” and turn it into “Year End Entertainment”. The concept speaks to everyone who can’t travel during the holiday due to the pandemic, and ask them to take a one-of-a-kind holiday in video game worlds, helped by Gopay’s mobile payment system.

The brief: Gojek’s 10th anniversary means a lot of thing for Indonesian people, since its service has touched and helped a lot of people.

The work: As the copywriter, I wanted to use this important milestone to thank Gojek users who has helped built Gojek into the behemoth it is today. Parodying a top 40  song, we created an anthem that celebrates everyone’s “Hari Jadi” that can both mean “Anniversary” or “Day of Beginning”, where they begin starting  something thanks to Gojek’s help.

The brief: Nusantralala is an effort to repopularize and recontextualize traditional nursery rhyme into modern audience and context.

The work: As the creative group head, I lead an activity that used Indonesian traditional lullaby into a song that helped autistic kids focus better. To prove this, we create a kite painting exhibition that showcases the kids’ artwork done while listening to the song, and also created merchandises inspired by the kids’ colorful painted kites.

https://www.youtube.com/watch?v=SHvS84GmJy8

The brief: Frestea wants to create a Ramadan campaign that can cut through the clutter, right into everyone’s hands.

The work: As the copywriter and lead scriptwriter, I created the campaign idea, and all 32 episodes romcom series, told wholly through recording of Line chat,showcasing LINE’s feature to its potential. We released one new episode every day, with each episode ranging from 3 to 7 minutes. Thanks to the collaboration with LINE, Our web series can reach users’ smartphone notifications directly.

The brief: Frestea wants to create a OOH poster series on the train commuter line.

The work: As the copywriter, I created the poster series, each inspired by a movement in the nation’s nostalgic SKJ (Senam Kesegaran Jasmani - Physical Freshness Exercise). Helped by these posters, the commuter riders can do small exercises that help them freshen their body and mind up during the morning rush hour, fitting with what Frestea set out to do.

The brief: Sprite is holding its new bottle design near the general election. Before, Sprite was known for its honest, truthful campaign that highlights the weird youth trends (FOMO, etc), and wants to once again, speak the youth’s mind.

The work: As the copywriter, I wrote a series of copy for Sprite’s campaign both on OOH media and on the Sprite’s bottle itself. The biting headlines inspired by Sprite’s new clear bottle (Clear = Jernih) asks young voters to (s)elect their choice with a fresh, clear mind.

The brief: Young Spikes is holding a brief about popularizing Paralympic Games after the successful Asian Games few weeks before.

The work: As the copywriter, I noticed that the youth at that time don’t have one media or channel that everyone follows. Everyone follows someone or something different, except that… EVERYONE pays attention the popular president, Joko Widodo. 

Inspired by this, I created a dance and jingle that teaches and excites people of the Indonesian Sign Language, and proposed that Joko Widodo himself be one of the ambassador for the dance. The movement and gestures then got translated into LINE stickers and emojis that can be used in daily communications.

The brief: Citra Pariwara is holding a brief about helping brands  and agencies  do gender-aware advertising.

The work: As the copywriter, I noticed that I have 147 competitors who are very smart, but only 10 ideas will get selected into the competitions, and the rest will be forgotten. Then, I proposed to create a fake case study compilation book consisting of the unused ideas my competitors wrote, and send them to brands and agencies so that no ideas gets trashed.

The brief: Citra Pariwara is holding a brief about helping brands  and agencies  do gender-aware advertising.

The work: As the copywriter, I found an insight that most of the sexual harassment cases ends up without criminal suit. 

To highlight this issue, I went with the hashtag #JanganJadiPerempuanBaikBaik or #GoodGirlsNoMore and encourage sexual harassment victims to start documenting and reporting their cases officially and legally, with the help of their smartphone.

Bystanders can help by turning on their flash light to show that the perpetrators are being watched. Not only that, as a preventive measure, I proposed to create a light-up poster that brighten up dark alleys and places, making them a more secure place for women to be.