Roodolph is a watch brand from Bandung that focuses on exclusivity and artistic beauty that highlights the art of watchmaking. Roodolph brings a vast array of watches that relates to its audience. This collaboration project asked us to make a campaign with a strong message of boldness. We make a playful premise “Life is a Big Joke” for this campaign as a means to tell the audience that our lives are mere flashes of light in an infinitely empty universe. In 12 years of education, the most important lesson we have a learned is that what we see as “Normal living” is truly a travesty of our potential. In a society so governed by superficiality, appearances, and pretty economics, dreams are more real than anything in the real world. Refuse normalcy. Beauty is everywhere, love is endless, and joy bleeds from our everyday existence. We ask the audience to embrace it.
The story behind the campaign is pretty much explained in the message. Normal is an ideal, normal is safe, normal is the Holy Grail, normal is perfect, but if you are always trying to be normal, you will never know how amazing you can be. We encourage the audience to embrace their uniqueness, embrace the flow of their body, embrace the rhythms of everyday shouts, embrace the adrenaline of uncertainty, to be who they want to be and live their lives to the fullest. “Life is a Big Joke” and let’s laugh about it. We grabbed promising talents who excel in their uniqueness and individuality: Hilmy Ash as the dancer, Elbert Patrick, and skater girl Nana Anjani. The visual of this campaign is heavily youthful and bold, with each character emphasized to their own uniqueness.
Done with the campaign, we crafted Roodolph’s content plan as a strategy to boost coverage and engagement. We go with the basics: teaser, main video, and photos that utilize instagram features. Since it’s a collaboration project, we invvite Naufal Abshar himself to do in the instagram takeover and IG Live on the release date, also the making of Roodolph’s instagram filter “Haha”. There’s also a timeline for the campaign, along with the sale timeline.
Last but not least, we offered them other collaboration suggestions to be considered in the future.