1 month ago
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.
#MAAFIBUDIHIDUPKU, Maaf Ibu Di Hidupku
The “Sorry, Mom” Moments of My Life
Client: Procter & Gamble Home Products Indonesia, PT
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: Adzavenue
Media Agency: Adzavenue
Production Company: Pesona Pictures
Director: Paphawee Jinnasith
Producer: Marina Christine / Teti Arisanti / Catur Fajarini
Production Service Company: Pesona Pictures
Producer: Deenee Isnaini / Onnie Adikara
Edit Company: Sunny Side Up
Edit Assistant: Zaki Marican
Post Production Company: Sunny Side Up
Colourist: Toni Tolle
Producer: Irene Alexandra
Music Company: Gema Studio
Sound Company: Gema Studios
Producer: Nugroho Sasmita
Categories: Short films, Short Films and Music VideosBBDO Asia, 1 month ago