BOX PROJECT INDONESIA by Saatchi & Saatchi Jakarta for YAYASAN PUTERA BAHAGIA

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BOX PROJECT INDONESIA

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Indonesia
Agency Saatchi & Saatchi Jakarta
Art Director Adi Asikin
Copywriter Juhi Kalia, Riyadi P. Basuki
Producer Annisa Mulyani, Vivi Gemala
Photographer Ben Wee, Woko
Account Supervisor Dini D. Makmun
Released August 2009

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