M&C Saatchi Jakarta has launched a ‘Wonderful Indonesia’ campaign for Indonesia Tourism, encouraging domestic travellers to explore the country that has been waiting to be rediscovered.
Directed by Indonesian film director Sim F, the video captures the beauty of Indonesia, from its wildlife and biodiversity, to cultural heritage, its scenic beauty, its myriad cuisine, craft and handiwork, hidden gems, adventures, oral history that has been kept alive for generations and its warm hospitality for which the country is known for across the world.
The film was shot across four locations, that included Bali, Banyuwangi, Yogyakarta and Bintan. The film treatment is very unusual, and was shot by directing the film talent to remain still mid-action, including props that were frozen by rigging them with blue boxes and wires, which were removed later in post-production. While frozen, the camera panned creating a 3D effect, while still in motion. CG was used to depict animals and birds. The film illustrates the country waiting to be visited, at the same time, highlighting messages of cleanliness, health & safety and social distancing. The film is running across digital and social media channels.
Martini Paham (Ibu Diah), director, Kementerian Pariwisata dan Ekonomi Kreatif, said: “We owe it to the 13 million Indonesians whose livelihood comes from the tourism industry. The campaign aims at creating nostalgic yearning to visit the wonders of Indonesia, in line with our direction to promote domestic tourism #DiIndonesiaAja. This campaign will make the #wonderfulindonesia brand stronger in the minds of people, and they might consider Indonesia over other countries as their go-to destination once we return to normalcy.”
Anish Daryani, CEO of M&C Saatchi Indonesia, said: “It was challenging to create a tourism film in the midst of the pandemic. Our team travelled across many destinations over three weeks, with strict adherence to COVID protocols. We believe that despite the pandemic, it’s important to keep the #wonderfulindonesia brand alive in the minds of people, and to carefully encourage domestic travellers to pursue travel and explore the wonders of Indonesia, when the time is right.
“It was also important to showcase the lengths to which the hospitality industry was going to make travel safe for people in a post-COVID era. I look at this as an opportunity to serve the country we fondly call home.”
Dami Sidharta, executive creative director, M&C Saatchi Indonesia, said: “The people living off our tourism industry are being hit the hardest by the pandemic. So doing something that can give them hope is very important. Telling the local travellers that these people, and all of the wonders, beauty and warmth of Indonesia are still there waiting for them to comeback is our way to do just that.”
Having managed the infections effectively, the Wonderful Indonesia campaign is the first one to be launched by the Ministry of Tourism (MOTCE) that is looking to open up the country and welcome travellers, by initially promoting domestic tourism. The film captures Indonesia’s three core experiences, namely: culture culinary and fashion.
The campaign runs with the hashtag #DiIndonesiaAja, meaning #seeyouinindonesia.