inDrive and inlab turn ride-hailing frustration into ‘human inflation’ in new Indonesia film
When ride prices blow up, so do the passengers in inDrive and in-house creative agency inlab’s latest campaign for Indonesia. Titled around the idea that when prices rise and people have no say, the pressure builds, the campaign turns a familiar ride-hailing frustration into a very visible problem – with everyday commuters literally inflating as the pressure gets too much.
Traffic, heat, rain and crowds already make getting around an Indonesian city stressful enough. But when passengers open a ride-hailing app and are confronted with a price they had no say in, it becomes one frustration too many.
Created by inDrive’s in-house creative agency inlab, the campaign brings this idea to life across films for Auto and Moto. As the pressures of everyday travel pile up, the characters physically expand, with an unexpected ride price becoming the final trigger.
With inDrive, riders and drivers can consider the terms before a ride is confirmed and reach an agreement that works for both. Once an agreement is reached, the pressure is released – and the characters deflate back to a more practical size.
The campaign is one of the first local expressions of ‘Feel the Fairness’, inDrive’s new global creative frame. In Indonesia, the message is simple: when you have no say, the pressure builds. When you reach an agreement, it comes out.
Directed by Michelle Hartawan through Otherlands, the campaign rolls out across video, digital, social, OOH and DOOH, performance, creators, CRM and in-app placements.
When it’s fair, you feel it.
And when the pressure builds, apparently, you expand.
No commuters were permanently inflated in the making of the campaign.
Credits
inDrive team
Marketing Director EMEA & APAC: Anna Migal
Brand Director: Mikhail Chernyshev
Brand Manager APAC: Anton Kazintzev
Marketing Manager SEA: Puan Fawwaza
Media Lead APAC: Shaim Shaimov
Media manager APAC: Anar Yussupova
Senior Regional Content Marketing Manager (SEA): Shamin Azima
Communications Manager inDrive Indonesia: Wahyu Ramadhan
inlab team
Brand strategist: Anton Shukaylo
Creative Team Lead APAC: Adrian Ho
Senior Creator APAC: Liyana Zolkiffli
Creator APAC: Reno Stefan
Director of inlab: Mikhail Naliukhin
Marketing Communications Lead: Maria Lebetskaya
Senior Marketing Communications Manager: Anna Gavrilkina
Marketing Communications Manager: Anna Karaseva
Senior Digital producer: Vesta Lukianenko
Production Lead: Lana Lee
Senior Producer: Akerke Damen
Designer: Rajeev Maharjan
Production Company: Otherlands
Director: Michelle Hartawan