XL-#YakinHappy

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Indonesian has this bystander attitude where they accept their current condition (good or bad) and be grateful for it whatever the circumstances. They will say they are happy with their condition but in fact, they are struggling inside. They won't change themselves or trying to get out of their current situation because they are too lazy to do it.

XL Axiata, a telecommunication provider wants to challenge Indonesian and their bystander attitude by doing "YakinHappy" campaign. A campaign that questions Indonesian, are you really happy with where you are right now? with work, with your love life, even with your provider? Moreover, they want Indonesians to be truly happy with themselves through the support of the brand.

The brand has always been an achiever brand, where they want to support their customer to reach their full potential, and they think that these bystander mindsets that Indonesian have, has held them back to achieve their maximum potential.

So the campaign started with these unbranded digital videos...

Credits:

Agency: JWT Jakarta

Strategic Team: Retna Asmoro, Dennis Wong

Executive Creative Director: Pingkan Rarumangkay

Creative Director: Adwityo Prabhasworo

Art Director: Wilson Ariyaduta, Hanifa Rinaldi
Copywriter: Matahari Asysyakuur

Account Director: Rahman Satria
Assoc. Account Director: Sharon Jonathan
Account Manager: Irene Fransisca
Account Executive: Ilena Natasha
Production Head: Cindy Agustia
Production House: Ceritera
Director: Edward Suhadi