Selected work
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Smartfren #BedaBisaBersama
Read the case [ -> ]: Smartfren #BedaBisaBersamaAfter the 2019 election split Indonesia in two, every brand avoided the subject. Smartfren asked real Indonesians one question instead: what does different-can-be-together mean to you?
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LaFonte Pronto × Persib
Read the case [ -> ]: LaFonte Pronto × PersibWest Java files pasta under foreign food, and files Persib under family. LaFonte Pronto put the squad on the pack, the club’s blessing on the box, and a helmet sticker…
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Smartfren #IndonesiaGueKeren
Read the case [ -> ]: Smartfren #IndonesiaGueKerenIndependence Day advertising salutes. Smartfren handed millennials the flag instead: #IndonesiaGueKeren, the Indonesia you are proud of, posted from your own account.
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Anak Dikutuk Baik
Read the case [ -> ]: Anak Dikutuk BaikEvery Ramadan ad in Indonesia is a sermon. Smartfren’s was a comedy about a kid cursed to be good, and a hashtag that turned data quota into the instrument of…
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So Nice Duta Protein
Read the case [ -> ]: So Nice Duta ProteinSo Nice needed moms to hear about protein, and moms are done being lectured by brands. So we hired them instead: 446 moms, an app, a leaderboard, and 3,402 door-to-door…
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Mountea Home
Read the case [ -> ]: Mountea HomeThe people who never buy cup tea are the heaviest tea drinkers in the country. They brew it at home. Mountea Home stopped arguing with them and put their own…
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Cheetos Museum Indonesia
Read the case [ -> ]: Cheetos Museum IndonesiaA global campaign asked Indonesian teenagers to curate a museum. They were never going to. So we asked them to show off instead, and 38,675 of them did.
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Bear Brand 365 Alasan
Read the case [ -> ]: Bear Brand 365 AlasanBear Brand was not allowed to own a single digital channel. So 8,000 drinkers became the channel, one written reason at a time, from 2014 to 2016.
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Chitato Lite Ayam Bawang
Read the case [ -> ]: Chitato Lite Ayam BawangHow we beat a cheaper copycat, by answering “is the original worth it?” with proof and a taste test. Sales moved +487% in a single 2024 campaign.
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La Fonte Pasta Bisa
Read the case [ -> ]: La Fonte Pasta BisaHow we moved pasta from a special-occasion treat into everyday Indonesian cooking. The 2018 Pasta Bisa campaign lifted La Fonte sales by 38%.
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Chitato Lite Aburi Seaweed
Read the case [ -> ]: Chitato Lite Aburi SeaweedHow we made a snack with no real USP matter, by selling a world to belong to. The 2023 Aburi Seaweed launch moved Chitato Lite sales up 164%.
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Salonpas Let’s Move — Anya Geraldine Viral Campaign
Read the case [ -> ]: Salonpas Let’s Move — Anya Geraldine Viral CampaignWhy we launched Salonpas Sports by refusing to say the brand’s name, and let curiosity handle the distribution. 23M+ impressions later, it worked.