Title | THE INSTRUMENTS OF HOPE |
Brand | IM3 OOREDOO |
Product / Service | IM3 OOREDOO |
Category | G03. Single-market Campaign |
Entrant | MATA ANGIN Jakarta, INDONESIA |
Idea Creation | MATA ANGIN Jakarta, INDONESIA |
Production | BARDE Jakarta, INDONESIA |
Name | Company | Position |
---|---|---|
Elizabeth Inkan | Mata Angin | Supervisor |
Yohannes Muliady | Mata Angin | Supervisor |
Fahroni Arifin | Indosat Ooredoo | Supervisor |
Norman Prasetyo | Mata Angin | Creative |
Yasmine Kristanti | Mata Angin | Account |
Benny Oetama | Mata Angin | Creative |
Yusuf Kenang | Mata Angin | Creative |
Eska Haris | Mata Angin | Creative |
To go beyond music collaboration, Collabonation started to explore more mediums as well as introducing Indonesian arts & culture to the younger generations. Woodcarving itself is a tradition that hasn't yet got the right exposure especially from younger generations. Collabonation came up with an experiential execution through a music performance.
Indonesia is rich with woodcarving tradition. Yet, the younger generation have very little interest in it. Collabonation, a platform of collaboration from IM3 Ooredoo that is known amongst the younger generation sees this as a chance to reintroduce the woodcarving tradition.
IM3 Ooredoo made a special collaboration with Indonesia’s leading pop musicians; Iga Massardi, Sal Priadi, Kunto Aji and Petra Sihombing and Indonesia’s famous woodcarving artist; Baratasena. Through this collaboration, IM3 Ooredoo combined the woodcarving tradition with pop music.
We turned to something Indonesian youth has always have passion for; music. We create custom built musical instruments from woodcarving traditional art designed to ignite the interest of the youth. We produced a special online performance and let the nation experience a new form of tradition.
“The Instruments of Hope” are musical instruments made of Baratasena’s woodcarving artworks designed and produced in collaboration with some of Indonesia’s leading musicians: Iga Massardi, Kunto Aji, Sal Priadi and Petra Sihombing. A special performance was organized to showcase the power of the idea to gain pop culture traction on 24/9/21 and can be watched repeatedly on YouTube.
The performance gained more than 5 million views on YouTube and garnered more than 2,5 million impressions on social media.
The “Instrument of Hope” was aired on YouTube, so the younger generation across Indonesia can easily watch the music performance and passing on a tradition never sounded this good.