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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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…