SUB CATEGORY :

AMBIENT: LARGE SCALE

COMPANY ENTERING :

FUTURE CREATIVE NETWORK, JAKARTA

TITLE :

FISH ALLURING PAINTING

BRAND :

EPOLAC

ADVERTISER :

PT MURNI CAHAYA PRATAMA (CARGLOSSPAINT)

AGENCY :

ROVERS, JAKARTA

EXECUTIVE CREATIVE DIRECTOR :

WIRASTOMO HADI/ERWIN SANTOSO

CREATIVE DIRECTOR :

IQBAL ARI KHRISNA/CHRISTIAN MELVIN

ART DIRECTOR :

JB ADHI NUGROHO/PATRA GRAHA

COPYWRITER :

GLADIOLA LARASATI

TECHNICAL DIRECTOR :

WIRASTOMO HADI

DESIGNER :

RADITYA ASMORO

ACCOUNT DIRECTOR :

LASYA MIRANTI

ACCOUNT EXECUTIVE :

CYNTHIA JAZMEEN

FILM PRODUCTION COMPANY :

BARDE, JAKARTA

DIRECTOR :

SURYA PENNY

DIRECTOR OF PHOTOGRAPHY :

DESKA BINARSO/PHILIPUS RAYMOND

CAMERAMAN :

WISANGGENI

EXECUTIVE PRODUCER :

INTAN PURWANING

FILM PRODUCER :

ANDHI LIANSYAH/RALFATHDIFA

UNIT MANAGER :

PANJI ASMORO

PRODUCTION MANAGER :

BIRRUL ALTRIARA/PANJI ASMORO

LOCATION MANAGER :

TEBO/AGUNG SETIAWAN

POST-PRODUCTION COMPANY :

RAINBOW JUICE, JAKARTA/ABOVE SPACE, JAKARTA

EDITOR :

RIADY/WILIONA METTA SEPTIRA/ADITYA PRADANA

COLORIST :

FABIAN SUTRISNA/KAIA PARAHITA

SOUND DESIGNER :

FERDINAND SHARON

MOTION GRAPHIC :

KETUT ARDANE

POST PRODUCER :

RAKA/RAKA TRIMA WULANDARI

CAMPAIGN SUMMARY :

Indonesia has the longest coastline in Asia, contributing $1.3 billion annually to marine wealth. However, 90% of the fishermen live below
the poverty line. Our government has invited every party to work on solutions, and Cargloss seized the opportunity to extend its market to the marine sector. We help them in creating Epolac, the first
glow-in-the-dark underwater paint, designed to help fishermen attract more fish to their boats. This innovation has successfully assisted fishermen in three pilot villages, resulting in a 25% increase in catches per night for each fisherman.

CREATIVITY/IDEA/INSIGHT :

We discovered that fish are naturally attracted to light. While big fishermen and corporations use bright lights to lure fish, many small fishermen in Java still rely on a small lantern, which is inadequate to attract fish. Epolac enhanced the existing phosphor-based paint to glow underwater for up to 5 hours, the longest duration during which small fishermen typically engage in fishing. To illustrate the value, we tap into the local belief about Baruna, the god of the sea who controls the stars, by incorporating this mythology into the painting design, symbolizing fortune at sea.

STRATEGY :

Cargloss is a small challenger brand in the paint industry, and we seek
a strategic entry point into the marine sector. This innovation serves as our introduction to the fishermen’s community, aiming for government support. As this innovation is still expensive in small-scale production, we applied the paint to 30 boats in three pilot villages while concurrently promoting our regular marine paints. The project and documentation were then submitted to the government to garner more support for
a larger production scale. Our end goal is to popularize this
glow-in-the-dark paint across various sectors in Indonesia, particularly in the development of the new country’s capital.

EXECUTION :

Epolac Fish Alluring Painting was applied to 30 small fishing boats
in three coastal fishing villages in North Java, where the majority of small fishermen reside. It quickly became a topic in their community.
To stimulate more conversations, we incorporated the Baruna mythology into the boats’ design. The God of the Sea who controls the stars symbolizes fortune and guidance in their night fishing. Each boat can light for up to 5 hours, depending on the paint layers and the level of sunlight during the day.

RESULT :

This innovation increased the fish catch by up to 25% per night per fisherman, providing free exposure for Cargloss within the fishermen’s community where we sold 612 liters of our new regular marine paints
in a month. The publicity gave Cargloss credibility and a portfolio to propose this innovation to the Indonesian government.