Creative Execution

Highlighting Jokowi's strengths by leveraging his iconic 'rolled-up sleeves' and character's similarity with Tintin's: action-oriented and problem solvers. His famous habit in 'Blusukan' (impromptu walkabouts) became our campaign theme and we created affinity through culturally preferable symbolization. On social media we shared 19 versions of comic book artworks: "The Story of Jokowi's Impromptu Walkabout" and illustrated the setting covering various places across Indonesia, based on culture characteristics, local wisdoms, and current issues. They told truthful stories of Jokowi’s walkabouts, touched Indonesia’s diverse cultures. The high-res files were accessible on gulunglenganbajumu.com, which also functioned as the data bank for co-creation materials.

With almost zero budgets, the campaign has revived people’s confidence in supporting Jokowi & generated thousands of volunteers to sharing, co-creating, producing. Organically went viral. Re-tweeted by >25 opinion leaders' accounts, 65K to 2.1M followers each, included Jokowi himself. In a month, gulunglenganbajumu.com gained >150K unique visitors, >900K hits, >52GB download traffic, >25 artworks contribution. Reached >1M unique users, generated >5M impressions on www.facebook.com/KenapaJokowi. Gained >US$ 250K media value, with >80 coverage. Became cover story of volunteers’ phenomenon in books and biography movie. "Successfully turned the tensions of election into a joyful festival of democracy.” (Goenawan Mohamad / Authors)

Indonesian have just experience new era of democracy after 32 years of dictatorship. Most people never openly disclose their personal political stances; tend to state themselves as neutral, regardless their personal belief. The 2014 presidential election, a turning point in Indonesia’s history. Jokowi, a new hope, was running for presidency, gained high electability before the campaign started. One month before the election, the smear campaigns caused him losing supports. The floating masses, which positioned themselves as bystanders, were actually supporting Jokowi. Their silence causing rapid decrease in Jokowi’s visible popularity and electability. We had to encourage Jokowi’s supporters to proudly express their supports and brought back confidence in voting for Jokowi. Our idea: depicting Jokowi as a people & action-oriented leader in light-hearted and idyllic campaign materials, to enable audiences expressing their supports and amplify it enthusiastically. We invited people not only to vote, but also to actively support Jokowi.