Hello, it’s the second volume of Brand Creative Digest!
P.S: we got two Epic Hours today hehe
It seems like the notion of what an adult is has changed quite a lot in our generation (and possibly, in the future generation as well). Compared to our parents, we, today’s adults, are somewhat more embracing of our childhood and our past. We see it in how luxury brands now produce sneakers, t-shirts, and other streetwear stuff. We see it in the enthusiasm of people for movies that people in the past would deem “adolescent" like Marvel’s movies or Stranger Things. We see a surge of nostalgia-based movement, beginning with Generasi 90an, then Diskoria, then Videostarr (tonight at Safehouse Kuningan, SCWs will be there :D). Last night at Duck Down, grown men and women sang their hearts out to Disney songs in a very macho bar. There’s even a term for this new attitude: https://en.wikipedia.org/wiki/Kidult
This wave of nostalgia is somewhat healthy in my eyes, as it brings to our attention unresolved issues from our past, for example, Kak Marissa’s account when she’s a 13 years old. Revisiting 1998 and the years preceding it, which is known as “Orde Baru”/“Orba" in Indonesia, is also recently surging, with Kineforum (an independent screening venue in Taman Ismail Marzuki) recently screened movies from that period as well as a new exhibition titled Dunia Dalam Berita (the name of the compulsory news program where the Orba government impose their views) in Museum Macan (https://www.museummacan.org/exhibition/event-1555392166) that brought together Indonesian artists from that period (opens for public next week, do come!). There might be a political undertone in all these cultural movements, nevertheless it’s good to keep an eye (and discuss) on what historical/cultural references from that period that we can learn from or try to experiment with.
Another pervasive trend of our generation is environmental consciousness. Sure, Al Gore’s An Inconvenient Truth might have brought attention on climate change on a global level, but recent natural disasters have brought all of us together into realization that this planet is indeed changing, and brands are responding. Aqua, a major contributor of plastic trash all over our country, is courageously asking people to discuss the meaning and value of plastic in their lives in a series of videos that they co-created with Vice Indonesia https://www.youtube.com/watch?v=jOe9nV21Tlw. Apple found a way to connect its product to the issue: their superior cameras let the world cherish the beauty that we have to preserve together in this beautiful TVC: https://www.youtube.com/watch?v=Fmhdx_kRd-w, BTS here: https://www.youtube.com/watch?v=ePal6SeeXO4 These small examples showcase how brands and creatives can actively become a part of a larger conversation on taking care of the earth. Do you know that Earth Hour was initiated by an advertising agency, Leo Burnett Sydney, as their pro-bono idea for WWF Australia? Also interesting to see is how design help societies that are impacted by natural disasters: Dialogue Kemang is hosting an exhibition on it next week: https://www.instagram.com/p/BwqHxE3Hv5m/?utm_source=ig_web_copy_link
Keep an eye for Young Lions 2019! It’s a competition for a pair of under-30 creatives (designer, writer, anyone really) to solve real-world problems with real NGO/non-profits as clients. The winning pair will go to Cannes Lions International Festival of Creativity in Cannes, France (the same spot as Cannes Film Festival) on a fully-paid trip to represent Indonesia on the global round, and you got to enjoy full access to inspiring talks, workshops, and classes from world-class designers, artists, musicians, directors, and Hollywood celebrities alongside creatives from all over the world. Not many Indonesians got to experience this! Find yourself a pair and let the BCDL know so we can arrange for your registration!
Why are we celebrating the first of May, or many of us dub it, the May Day? What is ‘Hari Buruh’? Rosa Luxemburg, an economist, philosopher, and all-around inspiring woman, explained it https://www.jacobinmag.com/2016/05/may-day-rosa-luxemburg-haymarket. Read about who Rosa is here https://en.wikipedia.org/wiki/Rosa_Luxemburg
Have a restful weekend, and happy mayday fellow (creative) labors!