SPRINGSTER x DSEP-CAR
Continuing our years of partnership, at the end of 2019, Girl Effect and Percolate Galactic started a new phase of the campaign. This time along with the support of DSEP or Dove Self Esteem Project. In line with DSEP's purpose and our initial aim, we are joining hands to boost teenage girls' self-esteem and self-worth even more. From ideation to final concept execution, with the help of Centre for Appearance Research (CAR) from the University of the West of England, we have come a long way full of constant research, study, brainstorming session, and planning involving numerous Indonesian girls to ensure that the result would perfectly reflect our goal in the best way possible. Warna-Warni Waktu is the fruit of those steps, a guided video journey in the form of 6 episodes web series intended to open the eye of our audience about their worth and confidence and a fun, educative experience that combines new ideas with existing and well-loved Springster personas.
MEET THE GIRLS
Laras, Sekar, Ratih, Ria and Riri are familiar characters in the Springster Cinematic Universe. Still, in this campaign, we have made several adjustments regarding art style and final rendering to fit more with the whole concept. These characters are already represented the diverse body types and personalities of real-life girls. But in WWW, we created them in more chibi style instead of the original, older-sister vibe in the previous Generasi Gembira campaign to get the sense of fellow peers guiding them on their time-travelling journey to discover the answer together instead of older figure telling them which way to go.
KEY VISUALS
Laras, Sekar, Ratih, Ria and Riri are familiar characters in the Springster Cinematic Universe. Still, in this campaign, we have made several adjustments regarding art style and final rendering to fit more with the whole concept. These characters are already represented the diverse body types and personalities of real-life girls. But in WWW, we created them in more chibi style instead of the original, older-sister vibe in the previous Generasi Gembira campaign to get the sense of fellow peers guiding them on their time-travelling journey to discover the answer together instead of older figure telling them which way to go.
THE SERIES
The production of Warna-Warni Waktu involved an army of crews responsible for different aspects of this web series. From 3D artists to create the futuristic flying taxi drones to make up artists that transform ordinary people into dystopian citizens cradled in ads-filled society losing their sense of self-confidence. Although we will not be fully able to witness everything, we will get a glimpse of the wonders of their work through almost three minutes behind the scene video that will also serve as supporting material for WWW campaign as a whole.
To capture the attention of girls and provide them with the resources that's understandable and easy to follow, we created three pillars for this campaign:
Think, Feel, and Do.
Think, Feel, and Do.
Visit the entire episodes on Warna-Warni Waktu Playlist
Episode 1
Episode 1 of WWW is titled: Time to Turn Back the Time. In this episode, we start our time-travelling journey with a little introduction of the current situation set in 2033, where the society is more or less shaped by the constant advertisements that eat away their self-esteem and self-worth, shown by Putri, our protagonists, facing her boss who is obsessed with maintaining the beauty standard and several other supporting characters that are affected by that situation. Then, our animated characters help Putri change the situation by travelling to various important points in Putri's life and helping her making different decisions that can create a better future.
Episode 2
In the second episode, titled: That's Fake!, our characters help to show Putri that not everything that she sees online can be trusted by reminding Putri about what's matter and how she can redirect her time, energy, and money for better and more valuable things such as herself, her interest, and her family.
Episode 3
The third episode is titled: C'mon, Break the Chain of Comparisons! We travelled to Putri's high school days, where she and her friends are comparing their appearance. With a distraction from a cat, our characters help Putri, and her friends realize that each has their own unique value and that comparing one another is harmful and won't do any good.
Episode 4
The fourth episode of our WWW web series is titled: Stand Up to Appearance-Based Comments; we travelled to Putri's childhood during Eid Al Fitr, where Putri experienced comments about her appearance that affected her view of herself and her life from a family member. Our characters nudge Putri and her aunt to see things differently, resulting in a new perspective and a different, brighter future outcome.
Episode 5
The fifth Warna-Warni Waktu episode is titled: Be Your Own Best Friend! During college, Putri drowned in self-criticism regarding herself, which made her unwilling to participate in an important exam. One of our animated characters transforms into her reflection and helps Putri realize that the best way to go is to appreciate herself more.
Episode 6
All of the efforts to change the past come into fruition in this sixth episode: The Color of the Future. The bleak future that was shown in the first episode has transformed into a brighter, happier, and more confident future with its equally bright, happy, and confident citizens.
CAMPAIGN MATERIALS
In addition to the series, WWW provide 'Reinforcer Activity' that offer interactivity elements that adjacent to each topic in every episodes. The subject matter covers the issue of: Body Image, Body Confidence, Appearance Standard, Appearance Pressure, and Positive Body image.
