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Celsius Creative Lab

Celsius 2 BeijingWelcome to our website. We are an awards winning, small and local creative agency in Jakarta, Indonesia.

We are not an advertising agency. We are not branding consultant. We are not an interactive agency. And we are not an activation agency. But we do advertising, branding, interactive and activation works for our clients. Please visit about us section to learn more about our concept.

Medium Neutral Agency

To find out more about how we can contribute creative marketing communications solution for your company, feel free to contact us. It will be an honor for us to have a credential presentation for your company.

YUPI featuring JKT48

In 2014, we created TV Commercial for YUPI gummy featuring JKT48. The TV commercial was aired on 2014's lebaran/ idul fitri, to introduce and strengthen YUPI as one of lebaran's snacks for Indonesian family.

Djarum Hikmah Puasa 2014 TVC

Since 2004, Djarum, one of the biggest corporation in Indonesia has started “Hikmah Puasa” (Ramadan Wisdom) campaign through public service TV commercials delivering Ramadan Wisdom values. The objective of this annual campaign is to strengthen the corporation’s image as a good corporate citizen company. In 2014, we created Djarum's Hikmah Puasa TV Commercial with "kebesaran hati" / "being grateful" as the main theme.

Best by Country in Dragons of Asia 2013

pmaa2013 awards

We proudly received 2 Order of Merit and 1 Best by Country awards in Promotion Marketing Awards of Asia (PMAA)/ Dragons of Asia 2013. Our founders, Elwin Mok, Richard Andrew Gumogar and Yenny Siswanto attended the Dragon of Asia & Malaysia Award Ceremony at the Royal Selangor Club in Kuala Lumpur on September 20th 2013, and received the awards from Mike Da Silva, Director of Promotion Marketing Awards of Asia/ "The Dragons of Asia" and Asia & Rest of World VP Marketing of MAA Worldwide.

The Acer "Slimpossible" campaign have won Best By Country and Order of Merit awards in Best Event or Experiential Marketing Campaign category, while Hikmah Puasa "Berbagi Buku" campaign has won the Order of Merit awards in Best Cause, Charity Marketing or Public Sector Campaign category.

pmaa2013 awards panel

Most Impactful Activation 2012

We are proud to have won 2 awards at Most Impactful Brand Activation 2012, conducted by Mix Marketing Xtra Magazine, a leading marketing and brand communications magazine in Indonesia. The "Durable Love" campaign for Acer Indonesia has won the Gold award in Educational Activation category, while "It's in me" campaign for AQUA, Danone Indonesia has won the Silver award also in Educational Activation category. The Most Impactful Brand Activation awards is an annual event for activation agencies and client to acknowledge the outstanding activation campaigns in Indonesia, judged by a panel of experienced brand activation experts in the country.

mix marketing xtra 2012 Celsius team with Mrs Astrid Warsito, Public Relations & Digital Communications Manager of ACER Indonesia and Mr Kemal Gani, Chief Editor of MIX Marketing Xtra Magazine

At the end of 2012, 2 of our works, "Asah Otak Inovator" campaign for Black Innovation Awards of DJARUM BLACK and "HAIR" poster for Cocola Wax House were listed as finalist at Citra Pariwara 2012, the most prestigious competition for creative advertising in Indonesia. The "Asah Otak Inovator" campaign was listed as finalist at Digital Advertisement - Web site & Microsites Category, while "HAIR" poster was listed as finalist at Single Outdoor Advertisement - Poster and Banner Category.

Mizone Tilt

At Q3 2012, we produced a TV filler/ TV Commercial for Mizone, to support "Tilt" Mizone Activation campaign. The TVC was created to strengthening the brand message by leveraging the "Tilted" pose as one of the unique communications gimmick, aligned with Mizone's thematic advertising campaign.

Bronze Dragon for "It's in Me"

We are proud to receive a Bronze Dragon in 2012 Promotion Marketing Awards of Asia – “Dragon of Asia” for “It’s in me” campaign for AQUA – Danone Indonesia. The campaign has won this prestigious acknowledgement in Best Cause, Charity or Corporate Responsibility Marketing Campaign category. The 50 Gold, Silver & Bronze entries have been uploaded to the MAA GLOBES site and judging will commence in a week.The GLOBES Winners will be announced at the MAA Worldwide Conference in Chicago in late October.

Visit the dragon of asia website to view all winners short summary: http://dragonsofasia.org/

“This year the Dragons received more Campaigns which were far more focused on sales tasks and included multiple layers of activation.” -Mike Da Silva, Director of the PMAA Dragons of Asia-

Click here to download the official The 2012 Promotion Marketing Awards of Asia Press Release and complete list of winners.

Celsius Bronze PMAA 2012

bronze pmaa 2012

Kopi Tubruk Javabica

Our TV Commercial for Kopi Tubruk Javabica. Kopi Tubruk/ Mud Coffee is Indonesian style coffee where where coarse coffee grounds are boiled with hot water. To enjoy the coffee, one should wait until the most of the grounds have settled to the bottom. This advertising campaign was developed by emphasizing Kopi Tubruk Javabica's tagline "Tubruk Semangatmu" through an inspiring and motivating approach for the audience.

"Adalah Kita" campaign

leonard theosabrata

In Q3 2010, Minister of Trade of the Republic of Indonesia planned to launch campaigns to endorse appreciations to national products. To differentiate the campaign from other national products endorsing campaigns by the Minister of Trade, a different approach was chosen. Instead of only highlighting traditional products, this government supported campaign for the first time ever highlighting the urban modern communities.

This strategy was chosen to attract the urban community whose buying power and modern lifestyle were believed could aspire wider public to appreciate Indonesia’s products and/or services. By highlighting this aspiring urban people, this strategy would close the perceived gap between urban modern communities with nationalism spirit. This campaign was designed also as an acknowledgement that the urban contemporary arts and cultures were indeed part of Indonesian arts and cultures.

To attract the targeted urban modern communities, selected aspiring endorsers from several professions were selected. Each of them had proven their achievements in their fields. Some of them were actually not broadly well known or publicly popular, but were respectable figures in their fields. Combined with several well-known celebrities, this unique combination of endorsers well presented the urban appeals of the campaign.

“Karya Indonesia Adalah Kita” theme was created. The words stand for “Indonesia’s work (Karya Indonesia) are us/ our works (adalah kita)”, or can also be translated as “We (as a nation) are what we create”. This theme was chosen to communicate the concept of: Whatever we do in our daily life actually contribute to the pride of the nation. Because for every our achievement, every our masterpiece, actually is achievement of all of us as one nation. And now is the right time to appreciate the achievements of Indonesians who have created outstanding works, by proudly using Indonesian products/ services.

These aspiring figures was selected as the campaign’s endorser:

  • Dian Sastrowardoyo: One of the most famous Indonesian actresses. Her natural Indonesian beauty, diva charm and intellectual appeals (she was graduated from one of the best university in Indonesia) put her as one most respectable yet admired actress. Her other profession as HR consultant further strengthening her imagery as “beauty with brain” idol.
  • Leonard Theosabrata: Now recognized as one of Asia’s top product and interior designers, the only Indonesian to be included in the hefty 2006 German publication Young Asian Designers. He has won several prestigious international awards, including red dot design awards.
  • Becky Tumewu: One of the most famous Indonesian MC and public speaking trainers. Her long experience in entertainment industry and well-known high standard of professionalism put her as one of the role model for new comers in entertainment industry.
  • Avianty Armand: A female architect that become a reputable fiction writer. Her fictions are loved by literature enthusiast and well appreciated by the critics.
  • Endah N Rhesa: Endah Widiastuti (vocal, guitar) and Rhesa Aditya (bass), a musical duo that distributed their music independently. Their minimalist acoustic format has been well received in Indonesia’s music scene despite of their limited channel of distributions and copies. “Our music is sincere and it’s coming from inside our hearts,” they say.
  • Kleting: Kleting Titis Wigati, owner and designer of “Klé”, is one of the rising stars in fashion design industry. Hard Rock FM Jakarta named her as “Most Inspiring People Under 30 Years Old” in 2008.
  • Sir Dandy: or also known as “Acong” is one of few urban artists with broad range of talents, interests and passions. Contemporary arts collectors admired his acrylic paintings. His experiments with furniture products and indie music keep him stands out, exposing his pure passion for creative explorations.
  • Anton Wirjono: One of the most famous and respectable DJ in Indonesia. He is also an innovative entrepreneur who own wide range of music & retail entertainment industry brands. He was chosen by MTV Trax Magazine in 2002 as one of then people with a Midas touch in entertainment in Indonesia.
  • Adella & Alleta: Twin ballerinas, both of them share the same passion about ballet since they were kids. Considered as top ballerina in the nation, they were also well known for their effort to combine traditional Indonesian dancing with ballet in their shows.
  • Denny Sakrie: Well known music critics, writer and journalist. Has insatiable passion about music, especially Indonesian music. His broad and deep knowledge about music makes people consider him as music walking encyclopedia.
  • Eugene Panji: Respectable video clip, film and commercial director in Indonesia. His legendary works for several famous musicians brought him a reputable position as one of most admired creative worker in the nation. Eugene Panji was also the director of this campaign TV commercial.
  • Davy Linggar: Reputable contemporary art painters, but more widely known as one of the best photographers in Indonesia. He was truly gifted with sophisticated aesthetic sense, which brought him to become most desired photographers for top fashion designers in the country.

This unique combination of people, some were never imaginable to even talk about nationalism, were featured in 3 version of TV commercial.

The first version with 60 seconds duration featuring several of the endorsers in their daily activities setting, singing in their own voice the national song “Tanah Airku” (My homeland) composed by Ibu Sud (Renowned Indonesian pre independent song composer).

The second version was 120 seconds version, consisting unscripted interview result with the endorsers, talking about their point of view regarding nationalism and how Indonesian perceived Indonesia’s products/ services. The unscripted interview reveals a lot of unexpected angles from each endorser, which enrich the overall campaign with fresh ideas and perspectives.

The third versions of the TVCs were a series of 5 seconds bumper of each endorser stating their own version statement of the campaign.

The campaign website http://www.adalahkita.com was launched simultaneously with the TVCs. Maintaining the modern urban look, the website featuring selected/ curated modern urban Indonesia’s products and services. The visitor could also share their photograph wearing/ using his/her Indonesia’s product at the website. The campaign was also use social media channel like twitter and facebook. The other medium is outdoor billboards at several spots.

dian sastrowardoyo

This campaign was proudly won a bronze dragon at Promotion & Marketing Awards of Asia 2011 - http://www.pmaa-awards.net in Best Cause, Charity or Corporate Responsibility Marketing Campaign Category. Since 2000 PMAA has recognised and showcased some extraordinary campaigns from all over Asia, as far north as Japan & South Korea, south to Indonesia and as far west as Pakistan who entered for the first time in 2010.Click here to download the complete PMAA 2011 media release. Click here to read Kompas' article about this achievement.

"Adalah Kita" campaign was also proudly won a silver metal at Pinasthika Creative Awards http://www.pinasthikaward.com - Indonesian local advertising agencies creative competition, in advertising campaign/ mixed media category. At the end of 2011, this campaign was honored to be listed as finalist at Citra Pariwara 2011 http://www.citrapariwara2011.com , national creative advertising competition by PPPI (Indonesia Advertising Agencies Association), in mix media category.

pmaa 2011


Natur-E Journey to Beauty

One of our TV commercial for amplification of Natur-E Journey to Beauty activation program, featuring 3 winners of the promotion program with the brand ambassador Dian Sastrowardoyo.


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