Memorable creative tributes that capture the spirit of Indonesia at 80

Indonesia’s 80th Independence Day turned into a creative playground for brands. Nostalgic nods to history shared the spotlight with youth-charged ideas, filling timelines, streets, and screens with energy and pride.

What stood out was the mix: tributes that honoured tradition, playful riffs on culture, and bold statements of identity. Together, they shaped a Merdeka celebration that felt both familiar and refreshingly new.

Here are some of the most memorable creative campaigns honouring Indonesia at 80:

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1. Garuda Indonesia - The flying heritage of Indonesia’s unity

Garuda Indonesia marked the nation’s 80th Independence Day with a special Boeing 737-800NG livery, created in collaboration with fashion brand Cap Bali. Titled “The flying heritage of Indonesia’s unity”, the design combines works from young artists Erika Richardo and Raka Jana, showcasing motifs from 16 ethnic groups alongside cultural and natural patterns.

The initiative reflects Garuda’s commitment to celebrating diversity while strengthening its role as a national connector. The aircraft made its debut flights on 16-17 August with themed services, while Cap Bali tied in with a new fashion line and promotions. Both partners also rolled out fare and retail discounts to mark the occasion.

Read more here.

2. Telkomsel - Nyalakan semangat Indonesia

A fisherman’s daughter chasing her dream takes centre stage in Telkomsel’s Independence Day campaign, “Nyalakan semangat Indonesia” (“Ignite the spirit of Indonesia”). The short film anchors a nationwide push that highlights how connectivity can bridge distance and unlock opportunity.

Complementing the campaign, Telkomsel is also rolling out special promotions, customer activations, and heritage-inspired initiatives such as “Jejak semangat Indonesia” walking tours and interactive app experiences.

Read more here.

3. ParagonCorp - Merdeka tanpa batas

ParagonCorp lit up Independence Day with “Merdeka tanpa batas” (“Freedom without limits”), a two-minute film that turns the ParaGoNation expedition into a rallying cry for courage, sincerity, and social good.

From a 3,000-strong flag ceremony at Taman Mini Indonesia Indah (TMII) to simultaneous celebrations at 42 sites, the movement pushed beyond pageantry - urging young Indonesians to spark real change through action.

Read more here. 

4. Mothercare - #MerdekadariStigma

Mothercare Indonesia gave Independence Day a powerful twist with #MerdekadariStigma, a collaboration with Seribu Paras to spotlight inclusivity for children with Down Syndrome.

The special collection, designed by young artist Vanessa, bursts with festive colours and the spirit of self-expression, proving creativity knows no limits.

With 50% of profits going to the Association of Parents of Children with Down Syndrome (POTADS) and nationwide availability in stores and online, the campaign goes beyond fashion - it’s a bold stand for acceptance, empowerment, and the right for every child to shine.

Read more here.

5. Gudang Garam - Bangga nyalakan bangsa

Amid a climate of social and economic uncertainty, Gudang Garam’s new corporate campaign calls Indonesians to reignite their sense of pride and resilience.

Titled “Bangga nyalakan bangsa”, the initiative was launched on Independence Day through TV and cinema, framing the moment as both celebratory and symbolic in the nation’s marketing calendar.

Read more here.

6. Bluebird - #BanggaPalingIndonesia

From a single Holden Torana in 1972 to millions of rides today, #BanggaPalingIndonesia takes Indonesians on a nostalgic journey through Bluebird’s legacy while celebrating the nation’s 80th independence year.

The three-week campaign kicked off with the company’s co-founder and CEO revisiting their first office and culminated in a fleet convoy - a moving tribute to trust, perseverance, and innovation that has kept Bluebird part of everyday life for over five decades.

Read more here.

7. McDonald’s - Ini rasa kita

McDonald’s Indonesia has launched its 2025 “Ini rasa kita” Independence Day campaign with Leo Burnett Indonesia, combining heritage-inspired menu items such as Ayam McD Rendang and the Rendang Burger with community-driven celebrations.

The campaign revives last year’s Parade Thru activation, transforming Drive-Thru lanes into festive parades, and adds Gapura Nusantara, a competition encouraging neighbourhoods to decorate local arches. Positioned as more than a seasonal promotion, the initiative blends food innovation with grassroots pride to celebrate unity and diversity.

Read more here.

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