By creating a campaign just for one person

Tiny share of market, tiny budget.
We decided to design a campaign that would organically ride the social waves (especially in a country where celebrity news is the main entertainment) and cut through the clutter. So instead of creating a campaign for many, we made an ad for one guy.

Idea
Father’s Day Prank
Unknown to Ringgo Agus Rahman, a well known comedian and social media influencer, we worked with his dad to surprise (or guilt trip) him into video calling his father through a giant billboard in the middle of a city. Besides the fact that we make a comedian tear up on a father’s day, we created a father’s day message for one that in the end reached millions.

Yay for an impact that’s not so tiny.