Spotify IDentitasku

Being a global brand, Spotify was perceived to carry only foreign music. How can we change that perception? How do we prove that Spotify gets Indonesians and their culture? By leveraging on the one thing that unites Indonesians – National Pride. And creating IDentitasku which means “My Identity” in Bahasa Indonesia, where we play on the abbreviation for Indonesia (ID) and the local word “identitas” (identity). 

This brand platform celebrates Indonesian identities through music, and at the same time showcases the wide range of Indonesian music and artists. This massive campaign covers online films, OOH, social content, artist and influencer collaborations, experiential event, and a partnership with The Indonesia Next Big Star – a huge singing competition on Indonesia’s largest TV network.

ROLE: Creative Director