The initiative set out to find a more effective way to address concerns and help reduce hesitation among the public.

The Insight Behind the Campaign

The strategy was built around a familiar behavior. When people are uncertain about a decision, they often look for reviews and experiences from others before making up their minds.

Drawing from this insight, the campaign used first-hand stories from vaccinated individuals to provide reassurance around common concerns related to the Covid-19 vaccine.

Rather than relying solely on official information, the campaign introduced personal experiences into the conversation.

Turning Experiences Into Reviews

To develop the idea, trending fears and concerns about vaccination were mapped against credible first-hand accounts from people who had already received the vaccine.

These stories were transformed into what the campaign described as the first-ever reviews of the Covid-19 vaccine.

Different individuals addressed different concerns:

• Caregivers shared experiences related to vaccine availability.

• Breadwinners spoke about side effects.

• Seniors expressed their excitement about seeing grandchildren again.

• Parents addressed questions around safety.

The reviews were delivered contextually so that audiences received stories that reflected concerns relevant to them.

How Reviews of Hope Continued to Evolve

As data revealed new fears and questions about vaccination, additional Reviews of Hope were created to respond to those concerns.

This allowed the campaign to continue building a collection of first-hand experiences that reflected the topics people were actively searching for and discussing.

The approach connected search insights with personal stories, helping ensure that the reviews remained relevant to the audience.

Why the Campaign Stands Out

One of the notable aspects of the campaign is the way it applied a familiar review format to a public health challenge.

By drawing on a behavior commonly associated with decision-making, the campaign used personal experiences to address questions around vaccine availability, side effects, safety, and family connections.

The idea was also informed by ongoing search data, allowing the campaign to continue creating new reviews as concerns emerged.

Results

The impact of Reviews of Hope was reflected in both search behaviour and vaccination sentiment.
According to the campaign:

• Positive perception of vaccination increased by 8.6%.

• Google Search data showed a reduction in misinformation-related activity.

• Vaccination rates in Indonesia increased during the campaign period.

• The campaign reached 260 million people over four months across digital and television broadcasting.

• Brand trustworthiness increased by an average of 5% across Indonesia.

Final Thoughts

Reviews of Hope took a familiar consumer behaviour and applied it to a public health issue. By pairing search insights with first-hand experiences from vaccinated individuals, the campaign created a format designed to address concerns through relatable stories.

The work demonstrates how audience behaviour, data, and personal experiences can be combined to support communication efforts around an important public health initiative.

Credits
Brand: Google
Campaign: Reviews of Hope
Advertising Agency: Toaster, Singapore
Media Distribution Company: Essence SEA
Art Director: Vincent Tanara
Associate Creative Director: Adryanto Santosa & Manisha Sharma
Creative Director: Meyvi Wedelia
Executive Creative Director: Vinod Savio
Senior Art Director: Prayudha Bimo Aryotejo
Senior Copywriter: Satria Partala Pamungkas
Senior Motion Graphics Designer: Mujib Jamin
Account Director: Chi Nguyen
Brand & Creative Lead – SEA: Mira Sumanti
Head of Brand Marketing, SEA & India: Samit Malkani
Head of Consumer Apps Marketing: Fida Heyder
Multimedia Designer: Aung Cho Zan
Product Marketing Manager: Renita Pusparini

Most people in Indonesia live away from home to work in the city. The most common way for these people to stay in touch with their family is through video calls, so on Father’s Day we saw an opportunity to reignite the value of relationships and create a memorable event for Google Duo – a video calling app.

But with a tiny share of market, and an even tinier budget, we needed to create a campaign that would organically ride the social waves and cut through the clutter.

Instead of creating a campaign for many, we decided to create an ad for one guy – Ringgo Agus Rahman, a well known comedian and social media influencer. Unknown to Ringgo, we worked with his dad and surprised him with a personal message on a billboard in the middle of Jakarta city. And from there we let Ringgo’s followers do the influencing on our behalf.

Credits
Client: Google
Product: Google Duo
Advertising Agency: Toaster

Tags:
Out of Home, Billboards, Google, Father’s Day, Surprise, Toaster, Singapore, Google Duo, Creative Agency, digital agency, Outdoor Ads

The recent campaign from Hygienex – Save yourself from Bad Ass, instantly catches attention of the customer. It gives whole new prospective to people about using washroom especially public washrooms in airplane, hospital etc. The Print Ad depicts different people in Ying-Yang position. It looks bit awkward at first but beautifully conveys the message and the benefit of the product. Ad shows a woman & a man sitting in toilet position but in this case instead toilet it is each other’s base buttock. And ad communicates that if you are not using paper toilet seat cover then you might be sitting on someone else’s hairy butt.

Credits
Brand: Hygienex
Campaign: Save yourself from Bad Ass
Advertising Agency: Grey, Indonesia
Executive Creative Director / Creative Director: Randy Rinaldi
Art Director: Kevin Reinaldo
Copywriter: Zega Rizaldi

Tags:
Health, Print Campaign, Print Advert, Creative Illustration, Awareness

To communicate this commitment, a photo and a short documentary were created by FCB&FiRe Spain to raise awareness about the problem of deforestation caused by the “indiscriminate cultivation” and consumption of palm trees. The team will check back in a few months to see whether or not the photo can be repeated, or whether the setting has been devastated.

A team traveled to the primitive jungle of Indonesia to take a photograph that could soon be unrepeatable if deforestation in the area continues to wreak havoc. The photograph was taken on the island of Borneo, where the image of a helpless orangutan trying to knock down an excavator to save his home went viral in a recent video shot by the NGO, International Animal Rescue. On the same trip, Trapa met with the organization’s director in that country.

The “unrepeatable photograph” will be published in several fashion magazines, including Esquire, Elle, Marie Claire and Cosmopolitan, and will be accompanied by a short documentary that discusses the causes of the problem, as well as teaser-trailers and Instagram Stories.

Trapa’s Communication Director, Ángel Amador, said about the campaign: “it is much more than a page of advertising in the press: it is a photograph that documents and certifies that this place is alive today and that tomorrow – if we don’t look carefully at the labels on the things we buy – it may not be”.

On the decision to eliminate palm oil, Jesús Revuelta, Chief Creative Officer of FCB&FiRe, explained: “Behaviour sends a much stronger message than any conventional advertising can. In this case, in addition to the transcendence of the topic, the content emits a critical judgment which strengthens our ability to be relevant to a certain audience. It is very gratifying for us to advise the new Trapa in two closely intermingled areas: business decisions that speak for themselves, and creativity applied to content”.

Tantyo Bangun, Chairperson of International Animal Rescue Indonesia, added: “The sustainable palm oil movement is not working fast nor big enough to have an impact. An Orangutan population needs the space of 10 to 20 plantations collaborating at once to keep natural forest corridors. So, while they may declare one plantation sustainable, on the landscape scale, it’s not sustainable for the animals if the other plantations don’t cooperate. If the sustainable palm oil movement were working, we wouldn’t have the problems we are facing today. We don’t see any light at the end of the tunnel, so a strong message has to be sent.”

Trapa has taken an important step forward not only in its decision but also in the way it is communicated. They are the first Spanish confectionary brand and amongst the first of the major brands to eliminate palm oil, and are the first company in its market to communicate to consumers the terrible consequences of its use – a fact which is especially significant since chocolate snacks are one of the products with the highest concentrations of palm oil in the food industry.

Credits-
Brand: Trapa Chocolates
Campaign: Unrepeatable Photograph
Agency: FCB&FiRe (Spain)
Production: Blua

Trapa Communications:
Angel Amador

FCB&FiRe Creative Team:
Jesus Revuelta
Dani Requena
Alba Vence
Sergio Villarrubia
Yerai Gomez

FCB&FiRe Planning:
Manuel López

FCB&FiRe Account Team:
Maite Flores
Raquel Jara

FCB&FiRe Social Media:
Ana García Sierra

Photographer: Anne Roig
Model: A. Ivanyuk
International Animal Rescue Indonesia: T. Bangun

Blua Production Team:
Eugenia Esquerdo
Juan Blanco
Miriam Castelao
Fran Bafaluy

When our athletes fights to move Indonesia’s rank up, we could do our bit to help them with the sport that we do everyday, walking.
Let’s join #JalanTerusIndonesia movement and record your steps.

Indonesians are reluctant to walk, so claimed the 2017 Survey on Activity Inequality by Stanford University. The archipelago ranked last when it came to steps taken per day among 46 participating countries giving it the undesired tag of the laziest nation. Combiphar with its mission of “Championing a healthy tomorrow” wants to help Indonesia shed the tag. The pharma giant partnered with GREY Indonesia and created #JalanTerusIndonesia (Keep Walking Indonesia); a movement to encourage Indonesians to walk more.

Indonesia is hosting the Asian games this August and the fervor around the event is palpable. Leveraging the event, #JalanTerusIndonesia encourages Indonesians to fight to bring up their rank simply by walking more, just as their athletes fight for the countries honor and glory in the games. The campaign has invited Indonesians to participate in the campaign by downloading an application called MoCehat which will count and record the number of steps each person joining the movement is taking.

Working with the INASGOC (Indonesia Asian Games 2018 Organizing Committee), this campaign kicked-off early August with an event consisting of government officials, athletes, Olympians, celebrities, and influencers. Everyone present at the event pledged to join the movement and challenge their friends & family to do their bit for Indonesia.

Visit:

“Championing a healthier tomorrow is our north star and we see #JalanTerusIndonesia as a step in the right direction for a healthier Indonesia” said Junita Kartikasari, VP Consumer and Customer Engagement PT. Combiphar.

“Not every day does an agency get a brief to help inspire and uplift an entire nation, we are excited to partner and bring this bold vision to life” added Subbaraju Alluri, CEO GREY Indonesia & Thailand.

Keep Walking Indonesia

Indonesia, a nation at the very bottom of the world’s walker rank
Together, it’s time to lift the nation’s dignity
If our hearts collectively beat for Indonesia
Why should they walk alone to lift Indonesia’s pride
Isn’t our blood equally red?
And our bones equally white?
When all of our athletes fight hard in the field
Come on, we too can fight for this country
While our athletes are competing in their respective sports
We too can lift Indonesia
Through a sport we are already doing
Every day
Walking
Add more steps
Prove that we are not The Bottom Rank Nation
When all of our athletes fight hard for the Archipelago
We too can carry Indonesia
To walk further and lift Indonesia’s rank
Add 500 more steps everyday

The Team Credits (Keep Walking Indonesia)
Advertising Agency: GREY Indonesia
Client Brand Team: Junita Kartikasari, Afra Amalia, Devy Maulina, Erik Darmawan
Executive Creative Director: Nugroho Nurarifin
CEO: Subbaraju Alluri
Creative Team: Finy Tjong, Juenre Sitanggang, Yohanes Devan Rudinatha, Maria Priscilla
Digital Team: Okky Octavianus Daud, Linda Shafura
Technology Team: Delano Hernaz, Gunawan
Planning Manager: Ilmalana
Business Director: Sawitri Hertoto
Senior Account Manager: Donny Narendra
Director: Luthfi (Upie Guava)
Director of Photography: Wira
Executive Producer: Dayeng
Producer: Tessa Antonis

Women in Indonesia are always practicing the art of walking a tight rope. For them, achieving personal ambitions takes a little more than just will power. It demands a mastery in harmoniously balancing familial expectations and personal goals. And while honing this balancing act, women are often faced with judgements that contest their intent and ability, seeding in self-doubt, forcing them to choose one role over another.

As a brand that encourages women to find their strength beautiful, Pantene wanted to help Indonesian women get rid of all the judgement that raise self-doubt and find their answer to the only question that matters – #WhoSaysWeCant.

The campaign celebrates the duality stories of women from various walks of life, a woman who plays the role of a mom and a dad, scholar and a singer, a mom and a Rockstar…

Who better to deliver the message of self-belief than our own brand ambassador, Anggun, the face of Indonesia to the world. She has made her mark on the world stage as a singer while balancing her role as a single mother.

“With this song we were able to build heart into the campaign. The lyrics reflect a slice of the duality that Pantene women live and succeed with every day.” Ridward Ongsano, Creative Director Pantene AA

The story of this campaign rang so deep with her that she crafted the lyrics of this song and developed it as her comeback into the Indonesian market. Besides being launched on all major music platforms in the country, the song went on to become the soundtrack of Pantene’s TVC in Indonesia, Thailand and Philippines.

“We wanted to create something that was beyond just an ad, Pantene believes that Indonesian women have a life choice beyond their expectation because they are strong, therefore we wanted to celebrate, embrace and resonate with the incredible strength of Indonesian women and this song is all that and more.” – Aldrich Gopal, Head of Marketing, P&G Indonesia

The campaign will run till the end of the year. The digital video and music is featured on Spotify and on social media.

The product campaign -Pantene Hair Fall defence- is running in Indonesia, Philippines and Thailand and the music from the video (sung by Anggun) will be featured in the TVCs aired in these countries.

Credits:
Agency: Grey Group
Campaign: #WhoSaysWeCant
EVP, P&G ASIA: Yashaswini Samat
CEO: Subbaraju Alluri
Creative Director : Ridward Ongsano
Art Directors : Halina Santiago , Ancilla Marcelina
Copywriters : Ayesha Bedi, Miranda Wiriadinata
AVP, Regional Business Director : Siddika Dehlvi
Group Account Director : Maya Dhamayanti
Account Manager : Khansa Nadira
Planning Director : Neha Bansal
Production: Shirren Lim, Maharani Putri
Production House : April Earth
Lyricist: Anggun Cipta

Brand: Tiket.Com
Advertising Agency:Hakuhodo, Jakarta, Indonesia
Executive Creative Director:Woon Hoh
Group Cd:Constantine Chew
Art Director:Constantine Chew, Nicolas Kosasih
Creative Director:Lucy Novita Prasmono
Copywriter:Lucy Novita Prasmono, Anton Jaya
Associate Cd:Anton Jaya
Creative Group Head:Nicolas Kosasih
Senior Art Director:Wahyu Santoso
Account Director:Rafiga Tjahjadi
Agency Producer:Tiara Pohan
Photographer:Bayu Muharam
Print Producer:Suryo Guritno
Account Manager:Moza Sukandar
Location : Indonesia

Credit:
Advertising Agency: Dentsu Sparks, Jakarta, Indonesia
Creative Group Head / Art Director: Yayan Heryanto
Creative Director / Copywriter: Rino Rinanditio
Account Director: Sonny Devyanto
Photographer: Rudi Cahyadi
Retoucher: Endra M
Account Manager: Citra Rigiannisa
Account Executive: Achmad Reza Prayudi

Rudy Hadisuwarno Cosmetics – For dry and damaged hair.
Credits:
Advertising Agency: DM Pratama Communications, Jakarta, Indonesia
Executive Creative Director: Maria Sum
Creative Group Head: Devyta Ariessandy
Copywriters: Maria Sum, Billie Hadisutirto
Photographer: Nurulita
Retouchers: Panji Simanjuntak, Ubaidillah, Thoriq Yasirrahman
Account Service: Devidilia Miranda, Shandy Satrio Wizzar