Palembang is the second-largest city on Sumatera Island after Medan and the capital city of the South Sumatera province in Indonesia. It is one of the oldest city in the Malay Archipelago and Southeast Asia. Since ancient times, Palembang has been a cosmopolitan port city which absorbs neighbouring, as well as foreign, cultures and influences. The influences and cultures of coastal Malay, inland Minangkabau, Javanese, Indian, Chinese and Arab, has created a rich Palembang culture. Palembang has many potentials that has not been recognized by Indonesian citizen. It has more than 150 variaties of regional speciality food, but people just know some of it such as pempek, pindang patin, and kempelang. They don't even spot Palembang culinary's diversity and uniqueness.
The objective is to create an event promotion campaign that will support and introduce the diversity of Palembang through its culinary and build its public awareness in Jakarta. Building upon the background and objective, Icip - Icip Palembang is a campaign made to support and introduce the diversity of Palembang culinary through a food event where public can try directly and use their five senses to taste the regional speciality food of Palembang. To reach young adults target, the campaign is visualized with the combination of photo and hand-drawn illustration which illustrates the five sense people use to taste something. All photos used in the campaign's visual are some of the regional speciality food of Palembang. Red color is used as the highlight color to make the visual more standout. As a whole, the campaign is designed to attract Indonesian, especially Jakarta citizen, to come and enjoy every single activities there; also to give a wonderful and unique experience that they cannot ever forget.
