ADVERTISING

TOYOTA KIJANG INNOVA

Pro bono start with zero

Initially, our client asked us to create a festive ad for 2006's Eid Fitr, because they had a 'bonus free" space from the newspaper media, but they had almost zero budget for the production.

Client

Toyota-Astra Motors Indonesia

Agency

Dentsu Indonesia

Date

2006 • 2007 • 2008

Strategy

It all began from one single print ad material that surprisingly got positive comments from our client and audiences; then started to roll over and continuously became a series ad of Kijang Innova (for 2 years in a row) to celebrate Indonesian festive days, especially the one that has a strong relation and bonding with family.

From Christmas to Nyepi (Hindu religious day), from Chinese new year to Mother’s day. Kijang Innova becomes the main role, medium to communicate and support the family to celebrate the festive season.

“Eid Fitr day” version

“Nyepi day” version

“Mother’s day” version

“Chinese New Year” version

“Christmas day” version

Result

Pro Bono project that in the end brought additional billing for the agency of around US$275,000 (in 2006-2008). The series itself got several positive comments, enhance the family value for Kijang Innova and bring multiple awards from our global network agencies.

Team

Rachmad Widro (Creative Director) • J. Elias Marendra (Sr. Art Director) • Hendry Sutamrin (Jr. Art Director) • S. Banu Ardi (Sr. Copywriter) • Riva Julianto (Sr. Copywriter) • Eko Wahyu (Graphic Designer) • Suparno (Graphic Designer)

Eka Nidhi Satria (Account Lead) • Dwi Rahayu (Account)