TOP COFFEE
Saatnya Bicara Jujur
TOP COFFEE
Saatnya Bicara Jujur
Industry
FMCG
Scope
Brand Strategy
Film
Visual Identity
Out of Home
Packaging Design
We turned a simple question into a national conversation.
Truth has always been powerful. Especially when it comes from someone people already trust. For Top Coffee, we built a campaign around a simple but provocative question: Saatnya Bicara Jujur, Berani? A challenge that invited people to reflect, respond, and join a conversation bigger than the product itself.
At the center of the campaign was Iwan Fals, a cultural icon whose voice has long been associated with honesty and conviction. His presence gave the message credibility and transformed a traditional coffee campaign into something more meaningful, a statement people could relate to, discuss, and remember. The campaign extended across film, packaging, and large-scale out-of-home placements, ensuring the message remained visible wherever audiences moved. The result strengthened Top Coffee's position as a bold challenger brand, one willing to stand for something beyond the category and spark conversations that lasted far beyond the campaign itself.
Industry
FMCG
Scope
Brand Strategy
Film
Visual Identity
Out of Home
Packaging Design
We turned a simple question into a national conversation.
Truth has always been powerful. Especially when it comes from someone people already trust. For Top Coffee, we built a campaign around a simple but provocative question: Saatnya Bicara Jujur, Berani? A challenge that invited people to reflect, respond, and join a conversation bigger than the product itself.
At the center of the campaign was Iwan Fals, a cultural icon whose voice has long been associated with honesty and conviction. His presence gave the message credibility and transformed a traditional coffee campaign into something more meaningful, a statement people could relate to, discuss, and remember. The campaign extended across film, packaging, and large-scale out-of-home placements, ensuring the message remained visible wherever audiences moved. The result strengthened Top Coffee's position as a bold challenger brand, one willing to stand for something beyond the category and spark conversations that lasted far beyond the campaign itself.
We turned a simple question into a national conversation.
Truth has always been powerful. Especially when it comes from someone people already trust. For Top Coffee, we built a campaign around a simple but provocative question: Saatnya Bicara Jujur, Berani? A challenge that invited people to reflect, respond, and join a conversation bigger than the product itself.
At the center of the campaign was Iwan Fals, a cultural icon whose voice has long been associated with honesty and conviction. His presence gave the message credibility and transformed a traditional coffee campaign into something more meaningful, a statement people could relate to, discuss, and remember. The campaign extended across film, packaging, and large-scale out-of-home placements, ensuring the message remained visible wherever audiences moved. The result strengthened Top Coffee's position as a bold challenger brand, one willing to stand for something beyond the category and spark conversations that lasted far beyond the campaign itself.
Industry
FMCG
Scope
Brand Strategy
Film
Visual Identity
Out of Home
Packaging Design
More Work
