I N T R O
MAICIH is one of the most famous cassava chips made in Bandung, Indonesia. The cassava chips are spicy, with 3 variant levels: level 3, level 5, and level 10. The bigger the number, the hotter it tastes. 'Maicih level 10' is considered as 'super hot' which means it is really spicy.
The main concept is based around the idea of that cassava chips are old man snacks, and no one in younger generation enjoy eating cassava chips on recreational situation.
So I have this two terms to work with. "Old Fashioned" "Young Generation" and "Traditional". From this, i got few and several concepts
1. A group of old men eating MAICIH while hangout (FYI : In Indonesia, Hangout is considerably as a symbol of Young Generation culture.
1. A group of old men eating MAICIH while hangout (FYI : In Indonesia, Hangout is considerably as a symbol of Young Generation culture.
2. A Young man eating cassava chips while wearing a very traditional costume, like "batik lurik" and "blangkon" to symbolize the "old fashioned culture"
3.using an old picture of iconic event and digitally edited it with MAICIH brand in it.
DEVELOPING IDEAS
After mix and match (and a lot of procrastination) i decided to developing the third concept. Using the iconic photos of old famous event and famous figure would be fun enough and memorable for people to see.
But what photo i should use it and how? i decided to use the photo of Indonesia first President, Soekarno. and i got a lot of potential photos to use, but only one that really fit in the concept
ABOUT SOEKARNO
Sukarno (6 June 1901 – 21 June 1970) was the first President of Indonesia, serving in office from 1945 to 1967.
Sukarno was the leader of his country's struggle for independence from the Netherlands. He was a prominent leader of Indonesia's nationalist movement during the Dutch colonial period, and spent over a decade under Dutch detention until released by the invading Japanese forces. Sukarno and his fellow nationalists collaborated to garner support for the Japanese war effort from the population, in exchange for Japanese aid in spreading nationalist ideas. Upon Japanese surrender, Sukarno and Mohammad Hatta declared Indonesian independence on 17 August 1945, and Sukarno was appointed as first president. He led Indonesians in resisting Dutch re-colonization efforts via diplomatic and military means until the Dutch acknowledgment of Indonesian independence in 1949.
After a chaotic period of parliamentary democracy, Sukarno established an autocratic system called "Guided Democracy" in 1957 that successfully ended the instability and rebellions which were threatening the survival of the diverse and fractious country. The early 1960s saw Sukarno veering Indonesia to the left by providing support and protection to the Indonesian Communist Party (PKI) at the expense of the military and Islamists. He also embarked on a series of aggressive foreign policies under the rubric of anti-imperialism, with aid from the Soviet Union and China. The 30 September Movement (1965) led to the destruction of PKI and his replacement in 1967 by one of his generals, Suharto (see Transition to the New Order), and he remained under house arrest until his death.
VISUAL MATERIAL
The next big problem come from the other visual material. The stock photos. So, i got to work really hard to find perfect and good resolution (and free) visual material. And thankfully, i found them. even though some of them are come from people personal photos and got a really bad resolution and the images are adjusted so badly (because heavily raped by instagram filters). all visual material as you can see below, the copyrights are belong to the owners.
EXECUTION
From the first time i got the idea. i really like to make this into a vintage type advertising print ad. Basically i got heavy influence from the infamous Volkswagen "Lemon" advertising.
as you can see below, the comparison between my work and the VW ad. I also used a really catchy tagline so it could caught a people attention only in few second the first time they see them.
as you can see below, the comparison between my work and the VW ad. I also used a really catchy tagline so it could caught a people attention only in few second the first time they see them.
i used these three words. "KUNO" "JADUL" "GAUL" which means "old fashioned, tradtional, but still cool enough for young generation to enjoy it anytime everywhere"
note: later i got revision from my lecturer that using the phrase "KUNO" and "JADUL" are enough to pointed out the meaning behind this.
note: later i got revision from my lecturer that using the phrase "KUNO" and "JADUL" are enough to pointed out the meaning behind this.
that is all for this one, thanks for viewing, hope you guys like it. thank you
