GoPay #2021Wishes

2020 was the year of social distancing in Indonesia. A time when health regulations prevented people from meeting each other. But, the Indonesian spirit of togetherness is still there, especially during special occasions such as new year.

This situation inspired GoPay’s #2021Wishes, a year-end campaign that encouraged people to wish their loved ones a better 2021 by sending them Rp2,021,- GoPay balance along with a heartfelt message, and then sharing those messages on social media.

The creative idea Studio 1212 proposed was a “leaked GoPay Feed,” an animated feed that is teeming with wholesome conversation and reactions.

#2021Wishes video showcases the song through a GoPay Feed conversation between Joe Taslim, Fathia Izzati, and Diskoria. The video also featured social media influencers commenting on the feed, and actual audience wishes posted during the campaign - resulting in a video that is fun, colorful, and able to capture the optimistic collective spirit of the campaign. 

The GoPay feed had to be rich with visuals to create a celebratory tonality of the campaign.

To create a lively feed, not only did the video feature lyrics in the form of a post, but reactions were also displayed through likes and comments to create a rich and celebratory tone.

The music video’s concept rests on several important elements that the audience should experience at viewing.

• Relatable: Capturing the optimistic and heartfelt spirit by including #2021Wishes submissions.

 • Familiar: Showing the UI design of GoPay feed to introduce the product and emojis make the overall aesthetic a familiar one.

• Surprising: Including unexpected easter eggs such as the presence of influencers.

Inspired by karaoke videos, Studio 1212 wanted the video to be fun and allow the audience to sing along while watching.

The lyrics were presented as messages by the performers in the GoPay Feed, and influencers also appeared with their own #2021Wishes.

The lyrics were exaggerated with different colors, animation and sizes, and digital elements such as pop up messages, ASCII art, and emojis added to the festive visual treatment.

The result was an animated music video that captured the music and campaign, and one that can be viewed repeatedly to find the details that appears throughout the video.

When it was published, the music video received numerous positive responses from the audience that showed excitement towards the campaign finale.