In conjunction with the Asian Football Confederation (AFC) Asian Cup 2007, Nike was launching “Ini Kandang Kita!” (This is our turf!) campaign. Indonesia as one of the host cities for the tournament with approximately 235 million football lovers anticipated the event but pessimistic as usual. The campaign other than to generate a nation-wide interest and excitement for the AFC 2007, was also serve as a reminder to the Indonesian to keep supporting the Garuda warriors on the green field.
The logo, inspired from the nationalistic Garuda symbol, and carrying the words “Ini Kandang Kita!” were stamped in outdoor venues, such as the streets and walls to act as territorial markers so as to attract the attention of the youths and create a sense of patriotism towards their country. It represents a sense of pride to play in their home turf and a strong hunger to win.
The cultural intrinsic campaign also features a series of outdoor visuals inspired from the Legend of Bharatayudha, a famous traditional Indonesian folklore. The posters present three key football players Ponaryo Astaman, Bambang Pamungkas and Elie Aiboy bearing with them the characteristics of the legendary warriors from Bharatayudha to excel in the game and to defend the pride of their country. Ponaryo is the leader of the pitch, with the spirit of Kresna; Bambang is an agile and excellent shooter, likened to the warrior Arjuna; and Elie the mid-fielder with his power and speed comparable to the warrior Gatot Kaca.
Client Service: Kiki Rizki, Dimas Fikhri
Creative Director: Alice Widyanata
Digital Illustrator: Teguh Yuswanto
Graphic Designer/Art Director: Stevanus Lauwito
Graphic Designer: Johan Mantik
