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  • SUB CATEGORY :
    PRODUCT DESIGN: INNOVATIVE & SUSTAINABLE DESIGN
  • COMPANY ENTERING :
    HAKUHODO INDONESIA, JAKARTA
  • TITLE :
    CLEVER CASH
  • BRAND :
    CLEVER CASH
  • ADVERTISER :
    SAVE STREET CHILD SIDOARJO
  • AGENCY :
    HAKUHODO INDONESIA, JAKARTA
  • CHIEF CREATIVE OFFICER :
    WOON HOH
  • EXECUTIVE CREATIVE DIRECTOR :
    CHOW KOK KEONG
  • CREATIVE DIRECTOR :
    FAJAR NOOR FATHJRI
  • COPYWRITER :
    NELIA/VINCE LEE
  • ART DIRECTOR :
    DAVIN SUSANTO/CHOW KOK KEONG
  • ACCOUNT DIRECTOR :
    BUDI ASTUTI
  • STRATEGIC PLANNING DIRECTOR :
    DEVI ATTAMIMI
  • AGENCY PRODUCER :
    ALI SADIKIN/ACHMAD RONI/GALIH ARUMSARI
  • FILM PRODUCTION COMPANY :
    DREAMLIGHT PICTURE, JAKARTA
  • DIRECTOR :
    DJOKONOTO
  • CINEMATOGRAPHER :
    YAN ADRIAN
  • POST-PRODUCTION COMPANY :
    FRAME LOGIC, JAKARTA
  • EDITOR :
    IMAM ISA
  • SOUND PRODUCTION COMPANY :
    SOUND VILLAGE, JAKARTA/2AM, KUALA LUMPUR
  • MUSIC COMPOSER :
    EGA
  • BACKGROUND OVERVIEW :
    IN 2017 ALONE, 2.5 MILLION CHILDREN DROPPED OUT OF SCHOOL. POVERTY IS THE MAIN REASON. PARENTS COULD BARELY AFFORD TO PUT FOOD ON TABLE, LET ALONE BREAKFAST BEFORE SCHOOL. INTRODUCING CLEVER CASH, A SOCIAL PROJECT THAT IS DESIGNED TO FEED POOR CHILDREN, AND EDUCATE THEM AT THE SAME TIME. WE VISITED POOR PARENTS IN SLUM AREAS, AND DISTRIBUTED CLEVER CASH NOTES TO THOSE WILLING TO GIVE SCHOOL ANOTHER CHANCE. EACH CLEVER CASH NOTE IS DESIGNED WITH QUESTIONS BASED ON TEXTBOOKS. QUESTIONS ARE EASILY SOLVABLE WITH THE HELP OF THEIR TEXTBOOKS OR FROM TEACHERS. THE CLEVER CASH WITH COMPLETED ANSWER CAN BE USED TO BUY FOOD AT SCHOOL CANTEEN, AS GOOD AS USING REAL MONEY, BUT IN A FUN AND EDUCATING WAY. HOW IT WORKS: CLEVER CASH MATH: (2 X 500) + 4,000 = ? THE ANSWER IS 5,000 = INDONESIA RUPIAH 5,000 = CASH THAT CAN BUY FRIED NOODLE AT CANTEEN. CLEVER CASH IS NOW A NATIONWIDE PROJECT. A WEBSITE WAS CREATED FOR ORGANISATIONS AND COMPANIES TO PLEDGE THEIR SUPPORT, DOWNLOAD AND PRINT THE CASH NOTES FOR THEIR OWN PROJECT USE, WITH THE HOPE OF NOT ONLY BRINGING FOOD TO MORE POOR CHILDREN, BUT ALSO BRINGING THEM BACK TO SCHOOLS.