Jago Coffee takes on youth unemployment through 'Merdeka dari nganggur'

Jago Coffee is addressing youth unemployment with its latest campaign, ‘Merdeka dari nganggur’, developed with creative agency Ads Kreasi.

Running from mid to late August 2026, the campaign confronts the realities of youth unemployment while seeking to shift perceptions around street-level work. Rather than positioning such work as a last resort, Jago Coffee aims to present becoming a ‘Jagoan’ as a source of pride, self-reliance and potential career mobility.

The campaign centres on the idea that selling coffee on wheels can represent more than an income stream. For Jago Coffee, it is positioned as a route towards economic independence for young people seeking opportunities.

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At the heart of the campaign is a documentary-style video, built around an Instagram Reels-first approach. The short-form narrative focuses on the human stories and challenges behind the journey, using a more grounded style rather than a highly polished advertising treatment.

The campaign also extends across social media through organic feed content and interactive touchpoints aimed at young job seekers. Its central call to action, “Ambil peluang, gabung jadi Jagoan”, invites audiences to take up the opportunity and join Jago Coffee as a ‘Jagoan’.

The approach reflects the campaign’s broader ambition to make street-level entrepreneurship feel less like a fallback and more like a tangible step towards independence.

The work was led creatively by Ads Kreasi, with Gun Subari serving as creative director and director. Dodi Juanda and Yudha Wibowo were executive producers, while Bima Indradharma was group head and Meila Gaisani served as senior copywriter.

The campaign was produced for Jago Coffee as part of Indonesia’s August Independence Month activity.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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