2014 has turned out to be a year of surprises in the Indonesian advertising industry. Roy Wisnu’s return, the explosive reception of political campaign ads, Indonesia’s gold at Young Spikes, Mindshare’s top prize at the Smarties, and Leo Burnett being named as media and digital agency of the year made for an eventful year, topped off by Lowe winning advertising agency of the year award at Citra Pariwara.
Citra Pariwara 2014 was dominated by a handful of agencies just as it did in years past but a big change this year was the naming of independent local agencies Narrada Communications and Berakar Komunikasi among the top five digital agencies of the year.
The two companies also grabbed more than a handful of trophies for their work in producing the massively successful presidential campaigns for Joko Widodo and Jusuf Kalla.
Yoga Adhitrisna, founder of Berakar Komunikasi said on his Facebook page, “for some this may just be for an award for for the industry but for us it’s more than that. When we move together for Indonesia through creativity, differences no longer matter. In the air we were side by side, on the field we were side by side. When on stage we ended up side by side, this is truly joyful”.
Berakar was awarded multiple times for its Tintin-style print work depicting now-president Joko Widodo as a hard-working and attentive candidate based on his campaign trails and previous activities as a mayor of Solo and governor of Jakarta. The judicious and strategic use of social media networks as the distribution platform for the campaign proved super effective in its execution.
Narrada on the other hand, was behind the highly popular and imitated social media profile picture campaign, encouraging people to openly declare their support. The powerful “I stand on the right side” statement pushed voters to be more vocal and more candid about their choice in the election, resulting in not just a popular social media meme but united the Jokowi voters against a much more elaborate political campaign run by the Prabowo camp, the only other candidate in the election.
In March, Lowe Indonesia successfully brought legendary creative genius Roy Wisnu back to Jakarta from a stint in New York with McCann and the results were almost immediate, culminating in a huge win for the company at Citra Pariwara. With multiple trophies in the print, craft, integrated, and out of home categories, Lowe also took home the agency of the year award, beating Leo Burnett, Berakar Komunikasi, Fortune, and Publicis Indonesia. The agency ranked second behind Lynxfilms for production house of the year award.
A notable appearance at this year’s festival was Lowe Indonesia strategist Paramita Mohamad whose disdain towards advertising festivals is well known. Asked about her attendance at the event, she said, “I’m here to support Roy Wisnu”. Indeed, it was the one time that mattered as the two, along with CEO Joseph Tan and everyone else from Lowe who were at epiwalk on Friday night, celebrated their wins on stage.
Other notable local winners are Pantarei with its trophies for Line Messenger and Tokobagus, as well as Satucitra, which took home best copywriting for the “Buktikan Suaramu” campaign for Kompas.
All in all, aside from the special trophies for achievements of the year, this year’s festival produced 80 trophies, made up of 13 golds, 18 silver, and 45 bronze, with four best of categories.
Full list of categories, finalists, and winners are available from Citra Pariwara website.
[header image by AdDiction]
[updated: more details on Lowe, local winners, and trophy count]