Lifetsyle platform Super Adventure has launched a campaign titled #TetapJagoanDirumahAja (champion at home) to redefine tough champions in Indonesia. Done in collaboration with Flock Creative Network, tough champions are frequently linked to masculinity and strength, but the campaign aims to redefine it to be of social responsibility.
As such, the campaign video describes ‘tough men’ as those staying home and helping out with house chores such as cooking, hand washing clothes, and even knitting. According to Super Adventure, the brand and agency collaboration is based on a thought that every brand needs to participate in raising awareness of the social restriction measures implemented by the government.amp;t=1s
This comes as stay at home order changes the way Indonesian men portray strength and adventurous spirit. It is no longer about how durable or resilient they are in the wild, but instead how long they are able to stay at home, and those who can, ultimately share their part in saving lives. Vicky Setiawan, Super Adventure’s representative said Super Adventure’s “I Dare” spirit means that a man will not shun away from challenges anytime anywhere.
Sandy Tunggara, account manager of Flock Creative Network agreed that men can find adventure and challenge anywhere they want, and in today’s context, it can be domestic territory. “Today is not the right time to explore nature, but to conquer challenges at home,” he added.
Meanwhile, Ade Prabas, creative group head of Flock Creative Network said the idea sprung from his personal experience, about the impossibility of doing things such as working, riding, touring or a music gig in this pandemic. “In addition to that, we need to contribute to domestic chores. It’s a challenge, and men of ‘I Dare’ never steer clear of it. We will conquer it like an adventure,” he added. Approaching June 2020, more than 23.000 COVID-19 cases have been reported in Indonesia. Indonesians are urged to stay at home with in order to contain the virus infection.
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