For Ramadan 2022 LUP Jakarta released ‘Matahari is calling’ film for department store Matahari
For Ramadan 2022, Matahari together with LUP Agency Jakarta have released this new campaign titled ‘Matahari is calling’. The idea is that the experience of Lebaran shopping in Matahari serves as a reminder for Indonesian people that Eid Al-Fitr is coming real soon, it’s time to gather with your friends and family and celebrate togetherness.
For Indonesians, Lebaran (Eid Al-Fitr) is the biggest and most important event of the year. It is the celebration of triumph and accomplishment after a month of fasting, and sparks many intimate moments with friends and especially families for Muslims. On the day of Lebaran, it is a tradition for Indonesians to come together and spread happiness to each other, often suited up in their newest and shiniest attire to match the festive atmosphere. Therefore, shopping for Lebaran outfits at Matahari, which is one of Indonesia’s biggest department stores, has become a Lebaran tradition for Indonesian. A sign that Ramadan is here.
The film uses senses, such as sound (where the kid is seen playing with the curtain, it reminds the mom of the same sound of the clothes on the shopping rack), to bring out the nostalgia in Indonesian people to relive the tradition, feel the joy and the good memories of shopping at Matahari for Ramadan. As the call to action says, ‘Time for Eid-Al Fitr. Time for Matahari’.
The 45-sec TVC is airing from the end of March until the end of April on national television together with 6 cut downs highlighting each category: womenswear, menswear, youth millenials, kidswear, shoes, and make-up.
Credits
Agency: LUP Jakarta
Client: matahari.com
Country: Indonesia
PH: Berdikari Film
Director: Upie Guava
Executive Creative Director: Albert Chan
Creative Director: Andika Nugroho
Account Director: Ahmad Syakbani
Copywriter: Irfan Zayanto, Refo Angkasa
Art Director: Iwan Santosa
Account Manager: Annisa Amadea Islamey
Executive Producer: Dayeng
