YAYASAN PUTERA BAHAGIA: BOX PROJECT INDONESIA

Credits & Description:

Category: Ambient: Special Build

Advertiser: YAYASAN PUTERA BAHAGIA

Product/Service: ANTI-POVERTY PROGRAMME

Agency: PT PERWANAL SAATCHI & SAATCHI

Executive Creative Director: Juhi Kalia

Copywriter: Riyadi P. Basuki/Juhi Kalia

Art Director: Adi Asikin

Account Supervisor: Dini D. Makmun

Photographer: Ben Wee/Woko

Producer: Annisa Mulyani/Vivi Gemala

Date of First Appearance: Aug 27 2009 12:00AM

Entrant Company: PT PERWANAL SAATCHI & SAATCHI , Jakarta, INDONESIA



Description of Ambient execution

The financial crisis of 2009 hit one group of people the hardest. It wasn't bankers, or lawyers, or businessmen. It was the poor. In Indonesia, 43 million people still live below the poverty line. We wanted to make a dramatic statement to draw attention to their plight.
We made a giant installation in the heart of Jakarta out of ordinary cardboard boxes. The word - KEMISKINAN (poverty), spanned 35 meters across and towered at 3.5 meters.
People were asked to take the empty boxes. And fill them with provisions for the poor. As the boxes were taken away one by one, it became a symbolic demonstration of how we have the power to make poverty literally disappear from our streets.
The stunt made headlines. Crowds, stars, media and even the Governer of Jakarta came to take a box.
The story was covered on top news channels. Poor people came to our stations to collect their boxes. We also delivered boxes to people in the slums. The box project touched the lives of thousands. And fuelled a public debate among millions