Title | THE RECONNECTING TRACK |
Brand | INDOSAT OOREDOO |
Product / Service | IM3 OOREDOO |
Category | F05. Cultural Insight |
Entrant | MATA ANGIN Jakarta, INDONESIA |
Idea Creation | MATA ANGIN Jakarta, INDONESIA |
Production | AOI ASIA INDONESIA Jakarta, INDONESIA |
Name | Company | Position |
---|---|---|
yohannes muliady | Mata Angin | Executive Creative Director |
Elizabeth Inkan | Mata Angin | Managing Director |
Anton Yudhistira Poe | Mata Angin | Creative Director |
Zulham Septoni | Mata Angin | Creative Group Head |
Albenna Reevo | Mata Angin | Account Manager |
Raesaka Yunus | AOI FILMS | Film Director |
Wawan Syaifulah | AOI FILMS | Producer |
Ramadan in Indonesia is a season of reconnection with the loved ones. The film demonstrated the perseverance of Indonesians in keeping the exact spirit of Ramadan reconnection amidst Covid-19 pandemic. Indonesia's most popular musicians, Hindia, Sal Priadi, Yura Yunita and Kunto Aji came together remotely to work on a special track. A tune on how we could always reconnect even when we're apart. The music video also featured real life Indonesians and how they persevered in the spirit of Ramadan, from the quarantine. A daughter who for the first time will not be able to kneel to her parents for forgiveness -an end of Ramadan traditional custom. A girl who for the first time had to observe Ramadan fasting apart from her sister -a doctor who needed to treat Covid-19 patients. And other true life stories. The creative and production process was done 100% remotely, powered by IM3 Ooredoo’s network.
With the biggest Muslim population in the world, Indonesia’s collectivism comes out at full force annually during Ramadan. In Indonesia, Ramadan is a season of reconnection. On average, every year 7-8 million people embarked on a homecoming journey back to smaller cities and villages from Indonesia’s major urban areas to reconnect with their bigger family. Collective iftar is a tradition. There is at least one session with every in-group to break the fast together: one session with the immediate family, one session with colleagues, one session with high school friends, and so on. The pandemic of Covid-19 that arrived just before Ramadan and the Large-Scale Social Restrictions that were enforced by the Government caused the collectivist nation a major heartbreak.