As a bank that was built by the government to serve the nation since 1946, Bank Negara Indonesia (BNI) had a bucket list to check for their 68th Birthday TV spot. 1) They wanted to be younger 2) They didn't want to alienate their core 40 years old and above consumers 3) They wanted to pay homage to their history 4) They wanted to show the bank (haha).

 

Our solution was to turn old school into the new cool. We brought back an old song that was once used to rally student activism in the 80s, Chaseiro's 'Pemuda' (Young Man) to unite both the young and the old. The TV spot pairs the song in its original format from 1978 with footage of contemporary people singing as they go through their day; a gentle reminder that youth is a spirit that defies the age. Moreover, that's why BNI is still here supporting Indonesians after 68 years.

 

Oh, we also managed to show the bank in it.