Background

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.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

“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.

Describe the outcome

The performance gained more than 5 million views on YouTube and garnered more than 2,5 million impressions on social media.