BANANA REPUBLIC

Short List
TitleBANANA REPUBLIC
BrandBANANA REPUBLIC
Product / ServiceCHARITY
CategoryB05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness
EntrantIRIS WORLDWIDE INDONESIA Jakarta, INDONESIA
Entrant Company IRIS WORLDWIDE INDONESIA Jakarta, INDONESIA
Advertising Agency IRIS WORLDWIDE INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Keat Soh Iris Worldwide Executive Creative Director
Fajar Kurnia Iris Worldwide Associate Creative Director/Art Director
Jeremy Chia Iris Worldwide Associate Creative Director/Copywriter
Dafi Alfadila Iris Worldwide Art Director
Timotius Victor Iris Worldwide Art Director
Iman Waskito Iris Worldwide Editor

Results and Effectiveness

6,000 unique views in the first 3 days. US$30,000 in earned media in the first 3 days. At last count, almost Rp50,000,000 in donations after one week. More importantly, 2 months after the campaign broke, the Indonesian government started dredging the river, widening it and raising the road to prevent future flooding.

Creative Execution

To raise funds for the slum, we advertised it for rent on AirBnB. AirBnB is popular with those who are looking for a unique travel experience. We had a captive audience in these socially aware travellers with significant spending power.

Insights, Strategy and the Idea

Every year during rainy season in December, a village next to our office goes under water. This scenario is repeated almost everywhere in Jakarta, the capital of Indonesia. Not enough is done to alleviate the problem. So rather than just sitting on our dry bottoms, we wanted to highlight the plight of the villagers to an affluent target audience, not just in Indonesia, but worldwide. At zero cost.