Title | BUKAN ASAL PASAL / LOOKING BEYOND LAW ARTICLES |
Brand | INDONESIA JENTERA SCHOOL OF LAW |
Product / Service | INDONESIA JENTERA SCHOOL OF LAW |
Category | A06. Financial Products & Services, Commercial Public Services, Business Products & Services |
Entrant | MULLENLOWE INDONESIA Jakarta, INDONESIA |
Idea Creation | MULLENLOWE INDONESIA Jakarta, INDONESIA |
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 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.
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.
Website URL | Social Media URL