Prisma Advertising unveils BRIN Grande LED, teams up with hit animation Jumbo

Jakarta's notoriously congested Gatot Subroto corridor now boasts more than traffic - it hosts one of the country's most commanding visual spectacles. On 15 May, Prisma Advertising unveiled its latest outdoor media installation, the BRIN Grande LED, a 700-square-metre digital screen.

Positioned at the heart of the city's business district and a key artery in its Golden Triangle, BRIN Grande is not just an oversized videotron, it's being positioned as an urban landmark and storytelling platform.

"As part of its commitment to limitless innovation, BRIN Grande LED offers premium visual quality to showcase a wide range of content formats, from static ads to dynamic videos," the firm said in a statement. "The screen is an ideal choice for brands looking to appear bigger and bolder."

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For its debut, the screen featured a homegrown creation, Jumbo, which has been recognised as the largest animated film in Southeast Asia.

The decision to spotlight Jumbo, an Indonesian animated film that's drawn over nine million viewers, was no mere visual embellishment. It represents Prisma's wider ambition to fuse out-of-home infrastructure with Indonesia's growing creative economy, the company said.

"This collaboration is a strategic step to unite the strength of our creative industry with cutting-edge outdoor media technology," said Lauw Freddy, CEO and founder of Prisma Advertising, as quoted by RRI.

The BRIN Grande LED offers scale and footfall, with an estimated impressions reach 250,000 daily. The screen launched with a dose of local wit and warmth: an altered line from Jumbo was broadcast - "Mungkin kita dikasih macet seperti ini karena kita kuat" ("Maybe we're given this traffic because we're strong") - a tongue-in-cheek nod to Jakarta's enduring rush-hour woes.

Other animated touches include a character waving and saying "Hati-hati di jalan" ("Drive safely"), creating a moment of emotional connection between commuters and the screen towering above them.

Prisma continues to push the boundaries of personalisation in outdoor formats through its Cheers Screen feature. Initially launched in 2019, it allows audiences to send personal messages - photos, notes, or dedications - that appear in real time on the screen. The current campaign, themed "Pesan kecil untuk mereka yang besar di hatimu" ("Little messages for those who live big in your heart"), invites people to project tributes to loved ones - be they partners, parents, children, or memories of those passed.

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