This campaign launched around Indonesia's National Batik Day on 2 October, but Ad Nut thinks it is worth a look because this kind of thoughtful localisation of a global brand deserves commendation.
Like, last year, Guinness launched batik-inspired limited-edition bottles in Indonesia along with an online video, ‘I am Batik’, promoting the designs.
The idea for the campaign, by Iris Worldwide, is to bridge the gap for millennials who may not understand the significance of Batik. “While the Batik is culturally relevant, it was a challenge to translate the core idea into a campaign that is fresh and innovative given that numerous brands in Indonesia have ridden on the batik bandwagon, especially around National Batik Day,” the agency said.
To that end, the designs were developed following discussions with hip hop artist Marzuki Mohammad and fashion brand Alinske Brothers.
“The 2015 campaign was about celebrating the geographical diversity of Batik," a spokesperson said. "In 2016, the campaign approach is to add dimensions into the symbolism and meanings of Batik motifs."
Since the launch last month, the film has reached over five million people.
Client: Diageo Indonesia
Marketing Manager - Guinness Indonesia & Senior Brand Manager (Beer) for SEA: Pranay Chandra
Guinness Innovation & Brand Manager: Rosaline Febiyana
Iris Worldwide - Indonesia: Campaign Lead, Digital, Brand Activation, Creative BTL & Public Relations
General Manager: Maira Catacutan
Business Director: Anto Prasetyo
Brand Planning Director: Rahadian Fajar
Digital Planner Manager: Marco Mamengko
Community Manager: Zadana Gita Mulia
Social Media Manager: Fauzan Hammy & Alika Savira
Head of Brand Activation: Shinta Langka
Activation Operation Director: Ghopta Chandra
Brand Activation Manager: Chairil Ashari
Creative Director (BTL): Terence Wong
Project Management: Irsan Pasha
Creative Group Head: Devera Faridz
Art Director: Mega Silvia & Dewantoro Nugroho
General Manager (Public Relations): Sisi Sohardjo
PR Director: Shweta Dakin
BBDO Indonesia: Above The Line
Executive Creative Director: Randy Rinaldi
Creative Director: Ario Danar
Sr. Art Director: Rizki Faizal
Sr. Copywriter: Gilang Ramadhan
Strategic Planning Director: Ezra Nathannael
Group Account Director: Florian Widjaja
Account Manager: Marseliza Faharsya
DesignBridge - Singapore: Pack Design
Design Director: Bambang Irawan & Samuel Neill
Senior Client Director: Emily Carrick
Production Director: Gavin Romanis
Senior Visualiser: James Alberdi
Designer: Christie Widjaja
Client Executive: Denise Khi
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