THE SPIRIT
OF 46

A Thematic Campaign

As one of the oldest national banks in Indonesia, BNI wanted to update its image to become more relevant with the modern-day Indonesian consumer. We convinced them that their historical roots were not a weakness but rather a strength, and ought to be celebrated.

For its anniversary we chose to highlight the importance of ‘everyday heroes’, and their role in building Indonesia in its post-independence years, just like BNI has done. The tagline “Semangat 46” is a reminder of both BNI’s year of birth and the enduring spirit of nation-building that continues to this day.

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