Do You Have the Guts to be Crazy?
Do You Have the Guts to be Crazy?
Do You Have the Guts to be Crazy?
2024
2024
2024
Client
Client
Citra Pariwara
Citra Pariwara
Industry
Industry
Government
Government
Services
Services
Brand Identity, Brand Film & Motion, Environmental Design
Brand Identity, Brand Film & Motion, Environmental Design
Scope of work
Scope of work
Key Visual, Collateral Design, Logo, Digital Art
Key Visual, Collateral Design, Logo, Digital Art
When someone presents you with a bold, game-changing idea, your first reaction might be, “Are you out of your mind?!” Big creative ideas often are a departure from what is normal, and it takes extraordinary guts to bring them to life. This became the foundation of the "Guts Must Be Crazy" theme for the 37th Citra Pariwara, an annual festival and awards ceremony that celebrates the Indonesian advertising industry.
When someone presents you with a bold, game-changing idea, your first reaction might be, “Are you out of your mind?!” Big creative ideas often are a departure from what is normal, and it takes extraordinary guts to bring them to life. This became the foundation of the "Guts Must Be Crazy" theme for the 37th Citra Pariwara, an annual festival and awards ceremony that celebrates the Indonesian advertising industry.
We realized that the design must capture the strange and fearless energy of the overall concept. We started thinking about the things that might evoke fear, anxiety, or even a sense of thrill... and eventually landed on traditional Indonesian masks.
We realized that the design must capture the strange and fearless energy of the overall concept. We started thinking about the things that might evoke fear, anxiety, or even a sense of thrill... and eventually landed on traditional Indonesian masks.
Traditional Indonesian masks are the perfect representation of eccentricity blending with the deep, rich heritage of Indonesian artistry. They evoke surprise and awe, the expression made when someone takes a courageous, gutsy step and encounters an unexpected result–their eyes wide opened, eyebrows raised, mouth opened. A shocked expression reflects the magnitude of the situation and the impact of their gutsy move.
Traditional Indonesian masks are the perfect representation of eccentricity blending with the deep, rich heritage of Indonesian artistry. They evoke surprise and awe, the expression made when someone takes a courageous, gutsy step and encounters an unexpected result–their eyes wide opened, eyebrows raised, mouth opened. A shocked expression reflects the magnitude of the situation and the impact of their gutsy move.
At its core, Citra Pariwara is more than just an awards ceremony—it's a celebration of ideas, especially the crazy ideas that shock the world. Much like the masks with their shocked expressions, the creatives are people driven by the desire to spark change that not only makes an impact but also leaves people in awe—positively shocked by the unexpected.
At its core, Citra Pariwara is more than just an awards ceremony—it's a celebration of ideas, especially the crazy ideas that shock the world. Much like the masks with their shocked expressions, the creatives are people driven by the desire to spark change that not only makes an impact but also leaves people in awe—positively shocked by the unexpected.
Credits
Credits
Designers
Christian Melvin, Jesslyn Subrata, Felicia Setiawan, Felitasari Widya, Aprilia El Shinta
Copywriter
Evangelyn Kirsten Goh
Account Team
Robaitur Rasyid, Fiqi Hermaarief, Rio Pambudi Dalimunte
Designers
Christian Melvin, Jesslyn Subrata, Felicia Setiawan, Felitasari Widya, Aprilia El Shinta
Copywriter
Evangelyn Kirsten Goh
Account Team
Robaitur Rasyid, Fiqi Hermaarief, Rio Pambudi Dalimunte
Next Project
Next Project
BRI x Tokopedia
BRI x Tokopedia
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Address
Ciputra World 2 18th Floor Jl. Prof. DR. Satrio No.Kav. 11, RT.3/RW.3, Karet Semanggi, Setiabudi, South Jakarta City, Jakarta 12950
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Business inquiries
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Address
Ciputra World 2 18th Floor Jl. Prof. DR. Satrio No.Kav. 11, RT.3/RW.3, Karet Semanggi, Setiabudi, South Jakarta City, Jakarta 12950
© Ou Creative
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Business inquiries
Join us
Address
Ciputra World 2 18th Floor Jl. Prof. DR. Satrio No.Kav. 11, RT.3/RW.3, Karet Semanggi, Setiabudi, South Jakarta City, Jakarta 12950
© Ou Creative
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