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[Draft] LINE RAMADAN 2022

*This key visual concept was my proposal to the board committee*

Ramadan has always been a special month for Indonesians, and the same goes for LINE Indonesia. We have a special Official Account for our Ramadan campaign called LINE RAMADAN. Each year, we design a conceptual key visual that represents the campaign theme. The campaign name for Ramadan 2022 was Nyinyir-in Kebaikan. Nyinyir is a slang Indonesian word for gossip or talking behind someone's back, but we intended a different meaning: Nyari-nyari Rezeki in Kebaikan (English: Seek Blessings in Kindness). We aimed to be the perfect platform and support for our users to engage in positive actions during Ramadan. Our goal was to deliver a unique, fun, and witty Ramadan campaign as well as encourage our users to reconnect with others and share kindness.

The main inspiration for this key visual was the keyword "platform". Aiming to be a safe, fun, and unique platform for the user (especially Gen Z) to express themselves positively. In other words, LINE RAMADAN is their safe place to Nyinyir in Kebaikan. LINE RAMADAN will be the new imaginary or virtual world (space) that is safe for our users to explore and express themselves. In this new world, live some creatures that will be humans' imaginary friends, guiding them as they embark on their journey during the Ramadan month.

2022 | LINE Indonesia

Supervised by Ninda

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