Pelan-pelan Campaign Background:
Multitasking x Pandemic
To overcome the pandemic, WFH applied everywhere. Work From Home is supposed to be the solution for overcrowding. But, it turns out to cause massive consequences for people's mobility which then consciously or unconsciously creates a new habit called multitasking. Some experts stated that multitasking causes negative impacts, such as an increase in the cortisol hormone (causing stress), a decrease in brain performance, and makes physical and mental fatigue.
The term "Pelan-pelan" in Indonesian means slow down. This campaign aims to invite and educate the audience in understanding the drawbacks and limitations of multitasking which is unavoidable in today's fast-paced era. Everyone needs to limit themselves when multitasking to avoid the existing risks.
The identity of this campaign uses handwriting in a simple style to emphasize a chill vibe in association with the main concept, to calm down and to relax. There's also a hidden message in the logo. The letters l, a, and n represent calm-down gestures. Aspects of other media used in this campaign are also designed to create a relaxed impression. Simple modern layout, everyday language, with a touch of figurative language and metaphor used according to the target audience.
Tagline
Santai Aja Kali!
Topic; multitasking wise. Keywords; plenteous, balls, potato, chew. Figure of speech; metaphore. Style; flat-minimalists.
