Hasta La Creative!

Ever since the COVID19 crisis took over our lives and became everybody’s one and only concern, the media have bombarded us with advertising campaigns that address the issue from an almost identical approach.

Brands, corporations, foundations and public institutions have changed their communication strategies overnight in order to incorporate the current situation (marked by an extraordinary event and its extraordinary consequences) in their advertising messages, regardless if they are selling cocoa powder, renewable energy, the management of a government or the craving for beer in a bar.

Advertising has always fed off reality, and brands must carry on communicating and existing, even now, a time that keeps us on tenterhooks and that is marking and will mark the future of the entire society.

The urgent and improvised nature of many of these messages has resulted in many of them resorting to the same concepts: heroism, demand of responsibility, and mostly, gratitude.

It is logic. The global nature of this crisis makes it very difficult to establish differences between societies (moreover, doing so would be counter-productive and unwise). Borders become irrelevant when it comes to a global problem that affects everybody.

Facing this common denominator in the storyline of most of these campaigns, we believe that there is a chance, even an obligation, to send a message that, with all honesty, not only aims to touch the heart of the society, but also tries to admit some obvious mistakes and encourages reflection.

It has taken an extreme epidemic and its tragic consequences for millions of people to recognise the essential importance and the value of the daily work of those fighting on the front line against the virus.

Men and women who are doing today the same as they have always done, something that has suddenly become extraordinarily meaningful and valuable.

We believe that before saying thank you, thank you very much, we must do something more important and difficult: apologise.

Only with an apology can we express our sincere gratitude. There is no truer way of saying thank you than admitting where we have gone wrong for decades. So that it does not happen again, and so that the gratitude that we express today with our gestures becomes an essential part of a society that should come out of this crisis stronger, which is also a crisis of values. Because, if we learn from our mistakes, we will probably improve.

All of us, or most of us, have understood that we have been taking for granted the work and the effort of many people, who today have become the essential guardians of a present without which there would be no future.

This is an advertising message signed by nobody, because we would like to believe it is signed by everybody.

The PSBB regulations that are currently implemented in Indonesia, have required us to adapt to the new normal. Starting from the way we work, interact, and meet our daily needs. However, the adaptation of this new activity should not be reducing the enthusiasm and warmth of this year’s Ramadan.

Through the latest Ramadan campaign #SiapAntarRamadanmu, Grab Indonesia is launching several innovations that can help our customers and delivery partners to deliver the happiness of Ramadan to them. The #SiapAntarRamadanmu Campaign is the first national campaign that is produced and processed without contact or contactless using various Grab services and involving the entire Grab ecosystem. This interesting brand movie with the interesting song is a creative result of Grab’s strategy to be able to show our commitment and proximity to the people of Indonesia and Grab’s efforts to provide the income opportunities for its partners.

In collaboration with Lynx Films, all brand movie production processes are organized without contact. Starting from the making of the filming property which was then delivered through GrabExpress, the need to eat during production at each home with GrabFood, briefing and directing techniques are done via video calls, to the process of making music soundtracks conducted by Adrian Martadinata alone in his home studio.

Land Rover and Spark44 have created a series of social posts to remind Land Rover drivers to #StayInStayAdventurous.

Frustrated Land Rover drivers can still fulfil their adventurous spirits, even though they have to stay at home with their vehicles sitting on the driveway.

One of the copy lines for the posts reads, “Adventure. Get it where you can, even indoors.”

The ads were shot at home in isolation by the creatives.

Creatives quote: ‘We wanted to encourage drivers and their families to photograph their own homemade creations of their favourite Land Rovers, and to keep their adventurous spirits alive.’

The distinctive shape of the new Defender was particularly easy to represent, whether through the medium of groceries, including some much sought-after loo rolls for wheels, or through working-from-home icons on the laptop screen, or DIY tools or garden equipment.

The Coronavirus pandemic has affected every aspect of our lives, with one of the most troubling statistics to emerge from the crisis being the dramatic rise in domestic abuse reports. In the UK, the number of domestic killings has doubled during lockdown and calls to domestic violence helplines have increased by 120% – with traffic to their websites tripling.