Year:
2024
Client:
Cargloss Paint
Category:
Digital Content & Media
Experience:
Creative Initiative & Ideation
The Scarier Truth is an initiative project for one of our clients: Cargloss. Born by the discovery of Indonesians having a rich background in supernatural or mysticism. Our objective is to tackle this potential harmful perspective into dealing with a tangible problem; a compromised living space.
Indonesian people often interpret random shapes or figures in their environment as a supernatural sighting or carries mystical significance. It is a phenomena called "pareidolia". This behavior—with a country rooted deep with beliefs and culture—reflects a tendency to link everyday occurrences with ghosts or mysticism.
Now imagine if an "image" appears in a wall or ceiling due to leakage in a house's roof. People In Indonesia often mislead it to something else instead—ghost faces or scary silhouettes—where they are supposed to focus on repairing the leakage because it can be hazardous if they ignore it.
And in the age of social media, this behavior is rising.
Thus, our mission is to remind the public that this phenomenon is only a coincidence. If it is ignored, it could lead to a potential incident.
We started a digital campaign that directly tapped into this behavior, initiating a conversation in social media. By modifying real social media posts from netizens with our digital artists to highlight real dangers: a compromised ceiling—which is more urgent that superstition.
We collaborate with a digital artist to recreate this phenomena and promote it on social media.
Then, we let the netizens do the rest and engage with these conversations directly.
