JAKARTA - BatesAsia\141’s latest campaign for Sampoerna’s A Mild cigarette aims to get young adults thinking about the issue of bingeing after breaking fast during the Ramadan period.
Building on the ‘Tanya kenapa’ (‘Ask why’ in English) initiative that BatesAsia created in 2005, the new push features a 10 metre by 20 metre billboard that shows different scenes in daylight and night time. The effect is created by a simple trick of projection, said BatesAsia CD Hendra Lesmono.
The billboards are backlit and the ad printed on both sides of the screen. At night, the screen is lit up and a different set of visuals is projected. The ads can be seen in major cities such as Jakarta and Surabaya.
To depict the discipline that Muslims must show during fasting time, empty plates and glasses litter the ad during the day. The lack of food products is also to show respect for those who fast, said Lesmono.
When fasting for the day has ended in the evening, the bare utensils in the ad are seen to be overflowing with food and drinks. The accompanying copy read: ‘During the day, you restrain yourself. But at night, you go overboard. Ask why.’
According to Baba Hazuria, BatesAsia’s senior strategic planner, the campaign is intended to bring social issues to the forefront. It is common for some to go on a binge after breaking fast, he said, which does not comply with the cleansing and self-discipline principles of Ramadan.
“We should not take issues for granted and the campaign is a rally call for people to think about them. Ramadan is very important in Indonesia and we wanted those between 18 to 24 years old to ask themselves why people binge,” Hazuria explained.
Reactions to the ad ranged from agreement to discomfort, said Lesmono. “Those who hold very traditional religious beliefs may complain but, ultimately, the aim is to encourage exchange of opinions. We feel that the statement is not too bold, but it may be controversial.”
The unique transformation of the ad from day to night is also useful in cutting through the clutter that usually accompanies the fasting month, said Hazuria. “Ramadan is like Christmas in the West. Every brand is going heavy on advertising, because it’s the time when consumer expenditure is the highest. The ad gets people to sit up and take notice.”