Independent agency Pantarei adopts ‘Made of Indonesia’ as its vision statement
Indonesian independent agency Pantarei has launched a new vision for itself – “Made of Indonesia”.
Speaking about the rationale behind the vision driving the now 15-year old agency, Pantarei CEO Michael Sudarto said: “Anyone can produce works for the Indonesian market. But building something authentic of this one of a kind country is a different story.
“One must have deep roots in this land and culture, to be able to understand its vast diversity in order to always speak to the heart of the Indonesians. Since day one we have been doing just that. Creating works that were made of genuine Indonesians’ insight. Our credentials speak for itself.
“Now by owning the point of view and making it methodical, we will put our energy solely on uncovering the truest of Indonesia and offer that as the main ingredient for our solutions. That is the only way to create impact.”
Executive creative directorNugroho Nurarifin added: “Four out of seven unicorns in the region are based here. While not everyone has access to a bank, almost anyone can make payments from their mobile phones.
“Indonesia’s arrival at the world stage would be different than that of any other country. And as an agency born of this country we are just at the right position and at the right time to offer our clients original solutions created of Southeast Asia’s biggest market.
“Solutions that will work really well here because they are undisputedly made of the nation, made by the people who know this country inside out. No grand narrative and nothing is generalised.”
The management intend “Made of Indonesia” to serve as a driving force for the agency, affecting all aspects from culture building programmes to proprietary strategic tools.
Sad as well as funny. This manifesto shows the exact reason why it will not work.
1st – The first quote is by a Greek philosopher. GREEK. Also it’s nothing to do with the rest of the video.
2nd – at 00:37 sec. See the funny part. A very serious type of line with very serious/intense music and the visual is full contrast to the philosophy they are trying to sell.
A guy lustfully looking at a cheerleader who is showing her shape of the body in slow motion is definitely an Indonesian insight.
And the whole concept of cheerleader is also very Indonesian.
Showing a dog in Indonesian commercial – Indonesian sensibility?
3rd – Why they don’t believe in SIMPLISTIC POV… no one knows.
4th – End the video with BUT… Then the unit in cool font. May be one T is missing.
Advice – Try to do good work, which is based on Indonesian/local/human insight and meaningful, and you don’t have to spend money on this kind manifesto, which makes no sense.
Learn advertising books. Follow global and local agencies’ logic…like as per Leo Burnett institution – ‘Global thinking. Local Execution’.
BUT…
ReplyLOL. Why they made this video in english? Irony.
ReplyIt’s different for sure. Not generic. And true.
ReplyI like it. Love their works on 3
Interesting point of view. Would love to see this manifested
ReplyOnutsika Tiger “Made of Japan”…
ReplyNext time create something original, Indonesia.
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