LINE RAMADAN 2022

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.

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The main inspiration for this key visual was the keyword "journey". We believe that each person has a different way or journey of doing positive things during the Ramadan month. The visual represents how the journey taken in search of the goodness of Ramadan (Nyari-nyari Rejeki dalam Kebaikan) is unique and different, which means that they may be taking a different path but still have the same goal. We created simple icons that represent 3 of the main elements during the journey: the people, the blessings, and Ramadan. Line was also used to visualize the "journey" keyword. 

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2022 | LINE Indonesia

A collaborative work, initial concept by Qonitah M. Wahidah

Supervised by Ninda