Kuaci is a snack that made from sunflower seeds. People usually see it as snack for older people. As the brand already in the market for more than fifty years, clients feels that they want to rebrand. Start from new packaging design and next was the communication. We came the idea where the insight was people eat kuaci in their free time. Kuaci is like ice-breaker where the conversation could go smoothly. From this basic thinking, we emphasize the idea become "No kuaci, Not Connect". So, luckily we met a crazy Director how can translate our board into crazier and funnier than we thought before. The idea is so simple and campaign-able, for first phase we have two versions. The formula is just combining two things differently who actually cannot be unified but with kuaci everything could be connected. First, we have rocker vs religious guys, second we have a football hooligans who is seated in wrong side when they were running out of kuaci. Enjoy it and grab your kuaci!

 

Client: Kuaci Rebo

Agency: BBDO Indonesia

Director: Dimas Jay

Creative Director: Sandru Emil

Creative Group Head: Axel Widjaja

Art Director: Aditya Suryawan

Copywriter: Bima Trisulo

Client Service: Andien and Leo

PH: Koi Films