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P&G-Maaf Ibu

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Ramadan and the celebration of Eid Al Fitr have a special place for the Muslim Majority in Indonesia. Centred around fasting and giving back, F&B Brands often capitalizes the occasion to promote their products and release limited edition packaging for Eid. Consumers fixate on the celebratory food and drink that they consume during the month of Ramadan. To win over the audience while staying relevant to the situation, P&G created Maaf Ibu campaign in 2016 which aims to support the P&G in-store strategy during Ramadan.

Inspired by the “Thank You Mom” campaign, “Maaf Ibu” which literally translates to “Sorry, Mother” is a campaign that pays homage to an Indonesian Muslim family culture on the act of “sungkem” and asking for forgiveness from our elders, especially our mothers, on the day of Eid Al Fitr. With this, P&G finds its way into the conversation. After 3 years of successful Maaf Ibu campaigns (i.e Asian Games Maaf Ibu and Election Maaf Ibu), P&G wanted to move forward with a more impactful relevancy than before.

This 2020, we took “Maaf Ibu” to talk about the Tests of Life, which are times when we as children pass through monumental moments that are often life-changing and how mothers play an often unseen role that helps us get through those trying times. Mothers help shape our point of view, our values, and our persistence to go on through the Test of Life. 

This campaign is reflected through a video diary of a girl’s journey passing through life on a her path to adulthood with the constant support of her unseen mother, who in the end, turned out to have passed away the whole time. 

Surprisingly, as the unpredicted COVID-19 pandemic happened, we made a creative modification of adding a superimposed text with #DiRumahAja (#StayAtHome) hashtag which strengthens the empathy and relevancy of the situation.  



English Translation:

The “Sorry, Mom” Moments of My Life


Client: Procter & Gamble Home Products Indonesia, PT

Creative Agency

Creative Agency: BBDO Indonesia

Managing Director: Talha Bin Hisaam

Executive Creative Director: Syeda Ayesha

Creative Director: Wisnu Mandala, Moksa Jiwadana

Head of Design: Ate Prabowo

Senior Art Director: Afriezaldi Putra

Interactive Graphic Designer: Gianine Cindy Sutjipto, William Manuel Son

Senior Copywriter: Karina Padmiastari, Danif Pradana

Strategist: Ezra Nathannael, Dion Paramananda Kusmanto

Marketing Communication Director: Aviani Primasari

Marketing Communication Executive: Aditya Rizky

Group Account Director: Gaby Abiyadi, Evi Yuanti Lidia Toman

Senior Account Manager: Christiani Novelien, Indri Ervianti

Account Executive: Hafizh Baihaki

Digital Agency

Digital Agency: Adzavenue

Media Agency

Media Agency: Adzavenue

Production Company

Production Company: Pesona Pictures

Director: Paphawee Jinnasith

Producer: Marina Christine / Teti Arisanti / Catur Fajarini

Production Service

Production Service Company: Pesona Pictures

Producer: Deenee Isnaini / Onnie Adikara


Edit Company: Sunny Side Up

Edit Assistant: Zaki Marican

Post Production / VFX

Post Production Company: Sunny Side Up

Colourist: Toni Tolle

Producer: Irene Alexandra


Music Company: Gema Studio

Composer: Anggun


Sound Company: Gema Studios

Producer: Nugroho Sasmita

Genres: Drama

Categories: Short films, Short Films and Music Videos

BBDO Asia, 1 year ago