For Gudang Garam International and Dentsu Strat.

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Denstu Strat’s Creative Director Amet Mulyanegara thought up an exciting campaign that captured the youthful ideals of forging your own path and simultaneously cemented Gudang Garam International as a brand the young can relate with.

In this series of three 15-second television spots. “Eksis,” (“Exist”) would be a high-energy video of a rock band performing before an enraptured crowd of fans. The ensuing commercial was pieced together with a series of quick-cut edits and pans to bring the excitement of a live concert to the small screen. The crowd and the band are often cast in desaturated hues, with the over-saturated color of the singer’s cherry-red guitar standing out.

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When the singer smashes his guitar on the stage and leaps, arms spread, into the crowd the shot freezes and Gudang Garam International’s tagline comes in. “Eksis Aja Nggak Cukup” or “Existing is not enough.” The commercial ends with the words “Lead Now!” flashing across the screen.

This formula, of showing something active and then asking a question of the viewer at the end and then encouraging them to become a leader, became the central concept of the campaign.

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When the singer smashes his guitar on the stage and leaps, arms spread, into the crowd the shot freezes and Gudang Garam International’s tagline comes in. “Eksis Aja Nggak Cukup” or “Existing is not enough.” The commercial ends with the words “Lead Now!” flashing across the screen.

This formula, of showing something active and then asking a question of the viewer at the end and then encouraging them to become a leader, became the central concept of the campaign.

 

The second spot focuses on some extreme mountain bikers speeding downhill through the forest. Square Box Cinetech director Bona Palma and Director of Photography Arief Pribadi brought the scene to life by using two cameras for the main action and adding in as many GoPros as possible to film the rest. The television spot features two bikers plowing downhill, over rocks, between trees and off jumps to a pulsing hard rock soundtrack.

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When the bikers launch off the final jump the camera freezes the action with the question, “Berani Aja Nggak Cukup,” (“Daring is not enough”)  flashing across the screen. Again the television spot ends with a call to action as a booming voice demands “Lead Now!” of the audience.

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The final spot involved creating a common scene in Indonesia, a noisey student protest on the streets of the capital. Finding the talent was easy enough, everyone in Indonesia has either participated in a demonstration or seen one on television. The hard part, said director Bona Palma, was getting across the energy of the scene.

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“The challenge with all of these was to capture these images for a TV commercial and not as one would when shooting a National Geographic special or the nightly news,” Bona said. “Most of the time we had at least two cameras focused on the action and we spread GoPros throughout the location to give us an wide variety of shots. The rest of the magic happened in the editing stage, with our editors relying on quick-cuts and special effects, as well as the mix of black and white and color footage, to make our vision a reality.”

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… jv/