The Campaign

The idea for this campaign is to provide children a space – a library - where they can learn and get inspired by the stories of their national heroes. After all, only by learning from our heroes of the past we can be our own heroes of the future.

Creative Execution

In its digital shelf, LEMARI 1011 showcases inspiring stories of Indonesia’s national heroes and their struggle – that are mostly untold at school, nor on text books. We visited their families to dig deeper about the way they fought for what they believed in. The stories are seen from their closest witness: the clothes they wore during the struggle. A children’s storyteller presented these stories to help kids more engaged in what it takes to get where they are now.

Not only these stories have finally reached out to more young Indonesians, they have also touched the hearts of many other people, including local prominent figures who endorsed the campaign through social media. This campaign also helped Rinso to engage with its consumers at a deeper level beyond functional.

The campaign was launched on Indonesia’s National Heroes Day, November 10th, 2015. Targeted to children who nowadays spend much of their times on the internet – as well as young parents and teachers - the library is widely accessible in a microsite called LEMARI1011.com, which essentially means ‘The Shelf of November 10th’.