MUSE Platinum

Indonesia

2021

Make Your Choice

Entrant Company

LUP Jakarta

Category

Integrated Marketing

Client's Name

ZOYA

Sub-Category

Integrated Marketing Campaign

Indonesia’s Muslims make up the majority of the population. But there’s a certain stereotype surrounding muslim women who wear hijab: their modesty is often attributed to being too conforming, less powerful, and oppressed. People expect them to behave in certain ways: modest, kind, conservative, invisible. But in reality, a there are a lot of muslim women who lead and are outspoken and inspire other in their own ways. So we created our first campaign for Zoya, one of Indonesia’s biggest muslim fashion brands, to show more of the reality and empower all hijabers in Indonesia to be fearless and confident in the choices they make to be who they are. We want to give them their power and voice back with the message #AmbilPilihanmu (Make Your Choice). It’s time for all Indonesian muslim women to stand up for what they believe in and shine as the best version of themselves and not have to fit inside a narrow mold the society makes for them.

Credits

Producer
Dita Anissa
Executive Producer
Dayeng
Film Director
M. Fauzi
Photographer
Ifan Hartanto
Account Manager
Rere Sarwono
Copywriter
Imam Yudia
Copywriter
Rizqi Prasya
Art Director
Ardho Khalifa
Art Director
Rahmi Amelia
Art Director
Seanzha K.
Creative Director
Andika Nugroho
Executive Creative Director
Albert Chan
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