While we’re typically engaged by private clients, this project was different—creating a PSA for Sumpah Pemuda Day for Indonesia’s Ministry of Education and Culture. Sumpah Pemuda is a pivotal moment in Indonesia's history, and we aimed to highlight its importance without being overly formal or preachy. The strategy? Make the PSA relatable by tapping into trends popular among young people.
At the time, TikTok was booming, especially with the younger generation, and we saw this trend as a perfect fit for the Sumpah Pemuda campaign, which targets youth.
When we pitched the idea to the Ministry, they didn’t outright reject it, despite it being unconventional for a government PSA. After internal discussions, they approved the concept, and we brought it to life.
The Concept
The idea was straightforward: we created a catchy jingle emphasizing October 28, leveraging the power of music to make the PSA memorable. For the jingle, we collaborated with Arul from Stereogenic, a seasoned music composer we frequently work with.
Next, inspired by TikTok dance trends where users replicate specific moves to a soundtrack, we choreographed simple movements forming the numbers 2 and 8. The hope was that once launched on TikTok, the video would spark a challenge, encouraging young people to join in with their versions.
To amplify the campaign, we mimicked brand-style promotions for "double date" shopping days like 11.11 or 12.12. The campaign prominently featured 28.10 as the focal date, creating a buzzworthy hook.
Challenges in Execution
Producing a PSA for a government agency came with added layers of consideration. Costumes had to be modest, especially for hijab-wearing talents, and the dance moves needed to remain appropriate and avoid being too provocative.
The Outcome
Unexpectedly, the Sumpah Pemuda PSA gained massive public attention and became one of the most-watched government-produced PSAs on YouTube and TikTok, with completely organic reach. We believe the campaign's success stemmed from blending trending elements with the PSA’s message, which resonated with the target audience and drew positive public feedback.
Interestingly, we later learned that the Ministry initially had doubts about our idea but decided to take a chance on it. This experience reaffirmed an important lesson for us: no client or project is ever the same, and sometimes, it’s worth pitching an out-of-the-box idea. After all, what seems unconventional at first might just be the key to a campaign’s success.