Sasa To The World – Sasa Indonesia | Clapboard Ad Archive

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Sasa To The World - Sasa | Clapboard Ad Archive

Sasa To The World, launched in Indonesia in 2021 by Sasa through FCN, is a sharp example of a food and seasoning brand transcending category conventions to embrace the role of cultural unifier during an era defined by pandemic-driven uncertainty and isolation. At its core, the campaign centers on a collaborative music video with Indonesian music group HiVi!, recasting Sasa as a vessel for hope, solidarity, and happiness at a time when the global community was negotiating new norms and longing for signs of optimism. The brand’s vision is to move beyond food’s functional promise, inviting consumers into a shared emotional space where joy and resilience are not only possible but essential; the campaign’s narrative, woven through universally accessible language and melody, directly addresses the pandemic’s emotional toll, countering resignation with encouragement to savor every joyful moment, however modest. Emphasizing inclusion across belief, ethnicity, and nation, Sasa leverages music’s connective power to build not just brand affinity, but a sense of collective healing—an approach squarely in line with what Clapboard’s 12-format taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, utilizing HiVi!’s celebrity to drive recall and forge a memorable, positive association. This decision is particularly resonant in Indonesia, given the band’s multi-generational appeal and positive reputation, ensuring the message cuts across demographics while reinforcing Sasa’s positioning as both a literal and emotional staple in everyday life. The creative restraint of the music video—favoring a message of unity and shared fortitude over overt product display—artfully differentiates Sasa from competitors who remain focused on taste credentials and utility, positioning the brand instead as a contributor to national and global well-being. The campaign resonates strongly, amassing over 7.7 million views and demonstrating an appetite for culturally rooted creative work that elevates brand and audience together during a period of uncertainty. The campaign earns 71/100 in Clapboard's global creative archive. In a market dominated by category orthodoxies of product-centric storytelling, Sasa’s campaign matters because it demonstrates how brands in the food and drink sector can credibly claim a wider cultural relevance when they meet society in moments of shared vulnerability.

Credits

Client

Sasa

Agency

FCN, Finch Agency, Jakarta, Indonesia

Chief Creative Officer

Yerry Indrajaya

Creative Director

Max Roza Natadjaya

Creative Group Head

Eno Ruge, Audra Rasjid

Art Director

Gianine Cindy, Devi Merakati

Copywriter

Maynita Eva Panggabean, Azvina Firanza Alamsyah

Category Mind Map

48%

The "Sasa To The World" campaign positions Sasa as more than a food and seasoning brand; it embodies a source of happiness, hope, and unity amid the global hardships caused by the COVID-19 pandemic. The brand promise centers on offering comfort and optimism through everyday moments, encouraging consumers to find joy and resilience despite uncertainty. By aligning itself with these universal values, Sasa seeks to deepen emotional connection with its audience, reinforcing its presence as part of daily life and cultural identity during challenging times. Strategically, the campaign leverages a narrative-driven creative angle that transcends conventional advertising in the food industry by integrating music as a medium of collective healing and encouragement. Collaborating with the Indonesian music group HiVi!, the campaign uses an uplifting song and music video to foster a sense of solidarity that cuts across differences in nationality, ethnicity, gender, and religion. The insight taps into the shared experience of pandemic fatigue while highlighting adaptation and emerging hope thanks to vaccine progress. This inclusive and aspirational message directly engages Indonesian consumers but is framed with a global outlook, suggesting Sasa’s role as a brand that unites diverse people through simple, joyful moments. The campaign’s timing and tone respond to a cultural context hungry for positive narratives, making use of emotional storytelling to strengthen brand affinity at a critical moment of societal transition.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers around an uplifting music video collaboration with the popular Indonesian music group HiVi!, which is directly cited in the campaign introduction. The use of recognizable artists and an original song to deliver Sasa’s hopeful message during the pandemic is a signature of the 'Ongoing Characters or Celebrities' format. The project relies on the group’s celebrity presence to drive emotional connection, unity, and positive brand association during a tough global moment, rather than a traditional narrative or product demonstration. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Ajinomoto – Ajinomoto is positioned as a trusted, science-backed food seasoning brand that emphasizes enhancing flavor while promoting health and nutrition. It leverages decades of heritage and innovation to appeal to home cooks seeking authentic umami taste with quality assurance and consistent product performance. 2. Indofood – Indofood stands as a dominant integrated food company offering a wide product range from instant noodles to seasonings. It focuses on affordability, accessibility, and convenience, anchoring its position as a household staple brand with deep roots in Indonesian culinary culture. 3. Bamboe – Bamboe differentiates itself through its focus on traditional Indonesian spice blends and cooking pastes, appealing to consumers who seek authentic, easy-to-use seasoning solutions for Indonesian cuisine, emphasizing heritage and convenience. 4. Royco – Royco positions itself around taste enhancement with a strong presence in seasoning powders and broth cubes, promoting its products as essential ingredients for everyday home cooking to bring flavorful and hearty meals to the family table. 5. Sasa Chef – Sasa Chef targets professional and semi-professional cooks with a premium positioning offering specialist food seasoning and flavoring solutions. It balances quality and consistency, catering to both home cooks and small-scale culinary businesses seeking refined taste experiences.

Q: What is Sasa To The World about? A: Sasa To The World is a 2021 campaign from Indonesian food brand Sasa, created in partnership with the agency FCN and directed by Max Roza Natadjaya of Finch Agency. Launched in the Indonesian market, the campaign centers on an uplifting music video collaboration with the popular music group HiVi!. Its core creative idea is to celebrate resilience and hope after a year of the COVID-19 pandemic, inviting people of all backgrounds to unite, find joy, and embrace optimism. The campaign positions Sasa as a symbol of happiness and solidarity, using music to foster emotional connection during a period of global uncertainty. Q: What creative device does Sasa To The World use? A: Sasa To The World employs the Ongoing Characters or Celebrities format, as classified by Clapboard’s 12-format taxonomy. This approach leverages the celebrity presence of the Indonesian music group HiVi! to deliver Sasa’s message of hope and unity. Rather than relying on traditional product demonstrations or narrative storytelling, the campaign uses a recognizable public figure to drive emotional engagement and brand recall. The collaboration with HiVi! anchors the campaign’s uplifting tone and positions Sasa as a brand that connects with audiences through shared cultural moments. Q: What is the campaign proposition for Sasa To The World? A: The campaign proposition for Sasa To The World is to position Sasa as more than a food and seasoning brand, but as a source of happiness, hope, and unity amid the challenges of the COVID-19 pandemic. Sasa’s message is directed at a broad audience, encouraging everyone to find comfort and optimism in everyday moments, regardless of nationality, ethnicity, or belief. By aligning with universal values of resilience and togetherness, the campaign aims to deepen Sasa’s emotional connection with consumers and reinforce its role as a meaningful part of daily life and cultural identity during a time of societal transition. Q: How does Sasa To The World rank in Clapboard's archive? A: Sasa To The World holds a Clapboard Campaign Score of 71/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Sasa's category? A: In the food seasoning market, Sasa faces competition from several established brands. Ajinomoto is recognized for its science-backed approach to enhancing flavor while promoting health and nutrition, appealing to home cooks seeking authentic umami taste. Indofood commands a broad portfolio and household presence, emphasizing affordability and accessibility in Indonesian culinary culture. Bamboe focuses on traditional spice blends and convenience for consumers seeking authentic Indonesian flavors. Royco is known for its seasoning powders and broth cubes, positioning itself as essential for everyday home cooking. Sasa Chef targets professionals and semi-professionals with premium, specialist seasoning solutions for refined culinary experiences.