THE GRAND PROJECTION
As Dji Sam Soe celebrates its 111th anniversary this year, the brand aims to resurrect its iconic dragon boat, which has been synonymous with the brand since the famous TV commercial first aired in 1996.
The agency's current task is to create an advertisement that is equally iconic, utilizing the dragon boat. The challenge lies in revitalizing something from 1996 while ensuring its relevance to audiences in 2024, without diluting the glorious and epic essence that made the TV commercial an Indonesian cigarette icon.
TBWA
CREATIVE TEAM
Chief Creative Officer: Rizky Wisnu
Creative Director: Cabo
Creative Group Head / Art Director: Ardi Kanaka
Creative Group Head / Copywriter: Eri Sunario
Copywriter: Hendy Lim
Copywriter: Hendy Lim
Art Director: Aji Risyafa
Art & Design Lead: Hari Matahari
PRODUCTION TEAM
Production House: Lynx Films
Executive Producer: Rob O'Hare
Director: Bona Palma
