SilverQueen, as an original Indonesian chocolate brand, invites the younger generation of Indonesia to participate in preserving the culture of the country. Collaborating with the Ministry of Tourism and Creative Economy through Co-Branding with Wonderful Indonesia, SilverQueen introduces a campaign and 5 new special packages with the theme #IniIndonesiaku. These five special packages are the result of winning designs from talented young Indonesian talents who were selected through the #SeruMaksimalIniIndonesiaku design competition which was held in November 2022. SilverQueen #IniIndonesiaku special packaging has been officially launched on July 1, with a digital campaign that will last until August 31, 2023.
Celebrating the Beauty of Indonesian Culture, SilverQueen Co-branding Collaboration with Wonderful Indonesia
"SilverQueen as an original Indonesian chocolate brand is strongly committed to continuing to make a positive contribution to the country. Through this series of campaigns, SilverQueen together with the Ministry of Tourism and Creative Economy invites young people to play an active role in preserving the cultural heritage and beauty of tourist destinations in Indonesia. Come on, join us taking part in this extraordinary journey strengthens our love for our homeland and fulfills our dream of a more beautiful and cultured Indonesia,” said Mikhaela Bunawan, Brand Manager of SilverQueen.
The event to determine the winner of this competition is based on the uniqueness of the design and how the participants are able to represent the beauty and diversity of Indonesia in one exclusive packaging design. This competition was assessed objectively by William Davis, familiar as WD Willy, an Indonesian illustrator who has been working professionally since 2015.
The five selected designs are part of the new packaging for this campaign, each depicting a unique and inspiring story:
● The first design, "Satu Langit, Satu Bumi Pertiwi," depicts various landmarks and icons from every city in Indonesia, such as Monas, Prambanan Temple, Rumah Gadang, and Rumah Tongkonan.
● The second design, "Childhood Memories," depicts memories of traditional childhood games, with the dakon as a representation reminiscent of a joyful childhood.
● The third design, "Keseruan Pesta Rakyat," depicts the joy of the people's party which is preserved in various regions in Indonesia.
● The fourth design, "Alunan Musik Indonesia," illustrates the bond through the distinctive music of each region, while the fifth design, "The Sweetness of Diversity in Unity," describes the spirit of unity in Indonesia's cultural diversity, especially through traditional clothes.
● The fifth design, "Manisnya Keberagaman dalam Persatuan," describes the diversity & richness of Indonesia which can be seen clearly from the interaction and collaboration of every individual from Sabang to Merauke, one of which is traditional clothes. Through this illustration, the designer wants to evoke a spirit of unity, although we are different, we are still one Indonesia.
To present a different experience, in this campaign, SilverQueen makes use of AR (Augmented Reality) Technology which can be viewed through the website www.serumaksimal.com. With this technology, consumers can see and experience a unique and interesting experience in enjoying the beauty of Indonesia by simply using their mobile phones to scan SilverQueen #IniIndonesiaku packaging. Consumers can also collect points through leaderboard activities, the most points will get various attractive prizes, including the main prize in the form of vacation trips to super-priority destinations from the Ministry of Tourism and Creative Economy, namely Labuan Bajo & Likupang. Interesting information about the #IniIndonesiaku campaign can be accessed through the SilverQueen Instagram account @silverqueenid and the SilverQueen TikTok account @silverqueen.id.
The SilverQueen #IniIndonesiaku campaign and SilverQueen's passion for promoting the beauty of Indonesia are in line with the vision and mission of the Ministry of Tourism and Creative Economy. This collaboration not only aims to increase a sense of pride in Indonesian culture but also to inspire the younger generation to give appreciation and also support and promote the beauty of domestic tourist destinations.
"We really appreciate SilverQueen's initiative in introducing and promoting Indonesia's cultural diversity. This campaign also supports our efforts to elevate Indonesia's tourism potential and creative economy. We hope this campaign can inspire young people to love and appreciate Indonesian culture," said Titus Haridjati, Marketing Communication Director of the Ministry of Tourism and Creative Economy.