#DearIndonesia,
A love letter to Indonesia,
where pride and culture flourished in united diversity
Sejauh Mata Memandang is a local Indonesian brand, founded in 2014 by Chitra Subyakto. The brand embodies slow and circular fashion principles, seamlessly blending traditional Indonesian textiles with contemporary flair.
The campaign design for Sejauh Mata Memandang takes us on a journey into the heart of Indonesian culture, extending far beyond the realms of fashion.
Campaign Touchpoint
Phase 1: physical touchpoint to introduce and bring interest to the topic.
Phase 2: digital touchpoint to use technology for cultural promotion.
Phase 3: behavioral touchpoint to make the pride and love of the culture seamless.
Value Mapping Expansion
4 Quadrants Cross-platform Campaign
Purpose
To elevate Indonesian cultural textiles with sustainable fashion principles by artfully contrasting cultural heritage and modernity.
Value
Proud in cultural heritage, versatile, ethical, care for the environment.
Promise
For the cultural preserver in fashion and included in sustainable movement for modern life - the future of Indonesian textile.
Personality
Sage, explorer, hero, everyman
Campaign Design
Instagram “Add Yours” Sticker invite people to participate in sharing their own take
Summary: The challenge to expand the brand beyond various cross-platform media has brought their core values extended, from pop-up exhibition, specially designed mailer box for the campaign, to special edition avatar, mobile app for cultural learning, to social media campaign that engages with the audience. All in the string line of Learn, Explore, and Connect.
