| Title | BRAVE BEAUTIES FILM |
| Brand | WARDAH |
| Product / Service | WARDAH BRAVE BEAUTIES |
| Category | D01. Use of Original Composition |
| Entrant | NTMY CREATIVE CONSULTANCY Jakarta Barat, INDONESIA |
| Idea Creation | NTMY CREATIVE CONSULTANCY Jakarta Barat, INDONESIA |
| Media Placement | PT PARAGON TECHNOLOGY AND INNOVATION Jakarta, INDONESIA |
| PR | PT PARAGON TECHNOLOGY AND INNOVATION Jakarta, INDONESIA |
| Production | GUD POST - POST PRODUCTION Jakarta, INDONESIA |
| Production 2 | LITTLE AUDIO Jakarta Selatan, INDONESIA |
| Production 3 | PT PARAGON TECHNOLOGY AND INNOVATION Jakarta, INDONESIA |
| Post Production | ANDAKA FILMS Jakarta Selatan, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Kristina Tjahjono | NTMY | Creative Direction |
| Amanda Sinta | NTMY | Lead the creative team with concept ideation upto supervise final materials. |
| Richa Annisa | NTMY | Develop concept ideation all the way to production supervision. |
| Irene Wirawan | NTMY | Develop visual concept, art direction, & production supervision. |
| Evelyn Pritt | NTMY | Ideation, concept development for digital, production supervision. |
| Ida Mustazir | NTMY | Develop ideation, creative writing, production supervision. |
| Rachmat Muhammad | NTMY | Develop graphic works and final artworks. |
| Hani Sumarsono | NTMY | Collaborate with Creative & Production House to produce & supervise the film production. |
| Olivia Lukman | NTMY | Manage the project by collaborating with Client & Creative |
| Ratih Sukmaputri | NTMY | Account Management |
| Ryan Dwitaruna | NTMY | Animate OOH digital & film editing. |
| Yaya Mando | Little Audio | Compose a new score of music to live up the film. |
| Iskandar Shiva | PT Paragon Technology and Innovation | Direct the film production |
Despite Wardah's success story of being the triumph of a local challenger brand in the past 25 years through its consistency in Halal Beauty positioning, Wardah as Market Leader in Halal Makeup and Skin Care category is currently facing a significant decline in its market share. Wardah was considered passive beauty, outdated, and less interesting compared to other competitors. The Brief As part of the Beauty Moves You Campaign, how to introduce the new meaning of Wardah beauty that is proactive and useful to their society beyond hijab-wearing women stereotypes. The Objective With this film, our women beyond stereotypes --with or without hijab would be inspired to make a useful movement in their society.
The key idea of this online film is Lead by Example. So we showed how behind every Brave Beauty's success there's always hard work. Only with positivity, faith, and strong motivation, every woman --with or without hijab can freely actualize themselves, voice out their thoughts, and be proactive in society to make useful movements around her.
Our main target audience is women from 18 y.o up to 35 y.o. Yet it expands to every woman who believes in the goodness of halal beauty cosmetics. Approach: To Lead by Example We portray Wardah's revamp Personality to be a Brave Beauty who is unselfish beauty. Music Approach: We create a new music score that describes learning sessions in life that are truly rewarding.
Collaborating with PR Team, we spotted the Brave Beauties that deserve recognition. So we invite them to be part of the film. TIMELINE The 1.5 minutes film was played at the awarding event during 2 days of Beauty Moves You online activation. PLACEMENT Recently the film can be seen on YouTube as well.
- 1.951.775 total plays in 2 days - Facebook Brand Lift Study on Oct - Nov 2021 stated "Modern" perception improved as an impact of Revamp Wardah Beauty Moves You Campaign, strengthening leadership in the category.