In 2010, Burma held its first elections in 20 years. These elections would have been meaningless if more than 2,100 political prisoners remained locked up in Burma's squalid prisons. Human Rights Watch created a campaign calling for the release of these innocent prisoners by utilizing added pressure from the public and the United Nations.
A giant installation was built at New York's Grand Central Terminal. Consisting of hundreds of prison cells, a closer look reveals that the cell bars are actually pens. Visitors could remove the pens to symbolically free the prisoners, and then use to pen to sign an on-site petition calling for their release.
Various campaign for Samsung Electronics:
A radio campaign to promote Samsung Washing Machine with Wobble Technology that prevents clothes from being tangled during washing. Narrated in tongue-twister technique, it brings to life various clothing items as if they're living creatures caught in tangled situations while being washed in conventional washing machines.
A print campaign for Samsung PowerBot that draws parallels between an automated vacuum cleaner and a smart dog, in order to shift people's perception about advance technology that is deemed to complex, difficult to operate and friendly.
The other print campaign is for Samsung Refrigerator with Twin Cooling Plus Technology that preserves food for longer and minimizes food wastage. The minimalistic visual intrigues readers to pay closer attention to the food and its prolonged expiration date.
A commercial for Uber Indonesia where its infamous traffic jam has embedded a fighter mentality in every individual.
Thousands of hands to perfect every single journey.
For three consecutive years, Garuda Indonesia has been named "The World’s Best Airline Cabin Crew" by SKYTRAX. This strongest asset is what sets them apart from any budget carriers that have emerged as their strongest competitors in less than a decade.
“Hands” portrays the intricacy behind Garuda Indonesia's excellent service and hospitality. It features Garuda Indonesia crew members working hand in hand to create a harmonious choreography that symbolises the airline’s impeccable service.
Less and less young Indonesians know about the struggles behind the freedom and prosperity they are enjoying today, and Rinso - a detergent brand that believes that there is a story behind every stain – decided to do something.
On The National Heroes Day in November 10th, 2015 LEMARI1011 (‘The Shelf of November 10th) was launched. It is a digital library showcasing inspiring stories of Indonesia’s national heroes from the perspective of their closest witness: Their clothes.
The idea was for kids to learn from the heroes of the past so they can be our own heroes of the future.
To help kids more engaged with the content, a children storyteller presented stories that are mostly untold at school, nor on text books.
Looking Beyond Law Articles
In a country known for its corrupt justice system, Jentera School of Law is looking for new students to become true defenders of the law. A campaign was then created based on the notion that justice is more than black and white. It features videos based on real cases, each with two opposing points of view. Through social media, we let people take any side and voice their opinions.
The campaign has recruited new students to learn justice and its nuanced reasonings. Moreover, it has compelled the public to keep an open debate about justice. So that law reform in Indonesia continues.
More than 40 million Indonesians lack access to reliable water sources. People in the Indonesia capital Jakarta are reported to have been spending $11 per month on boiling water or buying bottled water, implying a significant burden for the poor. The only way to counter this problem is to find a source of safe and affordable drinking water.
Unilever Pureit with its Germkill Technology - a unique multi-stage purification process - tries to offer a solution. It has met the global safety norms of the U.S Environmental protection Agency (EPA), one of the world’s most stringent regulatory authorities. It is also economical because it doesn’t need any electricity or boiling process.
Unilever Pureit purifies any water safely and affordably.
A modern new look and an ambitious goal: To bring back the wonder of air travel.
For the first time in over 40 years, American Airlines has changed its iconic branding with a new look and logo. The accompanying new campaign, themed Change is in the Air, refers to the changes happening at American both on the outside and inside the company itself.
To launch the new look, the first spot features various people from all over the world stopping what they are doing and looking skyward as an American Airlines jet with the new markings flies overhead. Providing the voice over is Jon Hamm, best known for his role on Mad Men and a frequent flyer on American Airlines.
The goal of the debut spot is to introduce the new look of American, a brand close to many people’s hearts, as American continues to modernize and refresh a great airline.
The global print campaign is inspired by magazine covers from the 60s. Each ad carries different attitudes of Jose Cuervo Gold, Silver and Black.
The TV campaign for Jose Cuervo features adventures shared by three friends that is told very quickly using lots of shots to symbolize how it feels when you drink Jose Cuervo Tequila.
Tradebook is a product from Bloomberg that enables professionals in finance (eg. stock traders) to monitor and analyze real-time financial market data and trades. It also connects them to the independent research partners who are most suitable to their needs.
Challenged by such dry product offer, we worked together with College Humor and created webisodes that was a spoof of "Millionaire Matchmaker" reality show.
In this time of uncertainty, many investment firms aim to simplify the current economic environment while T. Rowe Price has chosen the opposite route embracing its complexity.
The campaign demonstrates T. Rowe Price's understanding and command of the complex connections that drive the global economy, by selecting a series of unrelated sectors and posing the question of how they are interconnected and might impact today's global economy.
Also shown here are unpublished illustrations by Raquel Aparicio for T.Rowe Price's retirement account.
A mix of works for Panadol pain relief tablet, Scott Emulsion cod liver oil and Eno gas relief.