BUKAN ASAL PASAL / LOOKING BEYOND LAW ARTICLES

TitleBUKAN ASAL PASAL / LOOKING BEYOND LAW ARTICLES
BrandINDONESIA JENTERA SCHOOL OF LAW
Product / ServiceINDONESIA JENTERA SCHOOL OF LAW
CategoryA06. Financial Products & Services, Commercial Public Services, Business Products & Services
EntrantMULLENLOWE INDONESIA Jakarta, INDONESIA
Idea Creation MULLENLOWE INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Roy Wisnu MullenLowe Indonesia Chief Creative Officer
Danang MullenLowe Indonesia Head of Design
Paramita Mohamad MullenLowe Indonesia Chief Strategy Officer
Misty Diansharira MullenLowe Indonesia Business Director
Jacqueline Elizabeth MullenLowe Indonesia Copywriter
Halief Ardiasyah MullenLowe Indonesia Copywriter
Selwyn Irawan MullenLowe Indonesia Graphic Design Manager
Bayu Adharmacilla Jumping Space Creative Business Director

The Campaign

The communication idea is to show that justice is more complicated than law articles. The campaign shows the many nuance reasonings of justice, thus evoking discussion among people and potential candidates to learn more at Jentera School of Law.

Creative Execution

A digital campaign was created based on the notion that justice is more than black and white. It features videos based on real cases, each with two opposing points of view. Through social media, we let people take any side and voice their opinions.

The campaign has recruited new students to learn justice and its nuanced reasonings. Moreover, it has compelled the public to keep an open debate about justice, so that law reform in Indonesia continues. With overall budget of USD 6,800 and zero media spent, in less than 2-month period the campaign has recruited new students for 2015/2016 academic year. It was the fastest recruitment completion that Jentera School of Law has done since they opened the school back in 2011. More importantly, it has selected more quality students with drive and idealism towards law reform. In social media, it has also compelled public and law practitioners to keep an open debate about justice, so the law reform in Indonesia continues.

Since the campaign targets diverse groups of people – ranging from high school graduates, college students, employees, to law practitioners – we chose the digital platform to spread our message. Through the content itself, we encouraged people to voice their opinions through social media, thus expanding the discussion.

Links

Website URL   |   Social Media URL