susi susanti VS susi susantiby ~cecilliahidayat

Designs & Interfaces / Advertising

entry for daun muda award 2007

feat

single print

PROBLEM
For the last few years, Indonesia has been facing many catastrophes, and it seems difficult for us to rise and fight those obstacles. We’re getting even farther left behind.
Our "nrimo" culture makes us give up easily and live a stagnant life.

OBJECTIVE
creating a public service ad that could uplift our people’s spirit to always aim higher and never give up achieving a better Indonesia.

INSIGHTS
Willpower is our secret weapon to overpower even the strongest opponent. Every person’s greatest enemy lies within themselves. What we really have to fight is our laziness, self-satisfaction, lack of confidence, and arrogance.

HOW DO WE SOLVE THIS?
When you have control of yourself, you have control of your life. Realizing your flaws is the first step to be a greater you. In this ad, we literally visualize a person fighting herself, in this case Susi Susanti, an Indonesian icon in sports. Susi is the first Indonesian winning the Olympic game a few years ago. Even her, the best in Indonesia, have to keep improving herself. To be the best, you have to beat the best.

KEY MESSAGE
To be a greater you, you have to fight yourself.