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  • SUB CATEGORY :
    USE OF TALENT/CELEBRITY
  • ENTRANT COMPANY :
    GOODSTUPH THAILAND, BANGKOK
  • TITLE :
    GRANNY SCOLDS CHRIS HEMSWORTH
  • BRAND :
    NETFLIX EXTRACTION 2
  • ADVERTISER :
    NETFLIX
  • AGENCY :
    GOODSTUPH THAILAND, BANGKOK
  • CHAIRMAN :
    FAJAR KURNIA/JEREMY CHIA/PATRICIA LAW
  • MANAGING DIRECTOR :
    FAJAR KURNIA/JEREMY CHIA
  • EXECUTIVE CREATIVE DIRECTOR :
    FAJAR KURNIA/JEREMY CHIA
  • CREATIVE DIRECTOR :
    KAHI XU/ERIK GUNAWAN
  • ART DIRECTOR :
    SITI ANGGRAENI/OVITA PATTARI
  • COPYWRITER :
    JOY HARENDZA/ERLITA PUTRANTI
  • AGENCY PRODUCER :
    ANNUR AINI
  • VIDEO EDITOR :
    ISSA MAURICIO
  • ACCOUNT DIRECTOR :
    REKHA HAMDILLA
  • ACCOUNT EXECUTIVE :
    ROZA PRISCILLA
  • BUSINESS STRATEGY DIRECTOR :
    ANTONIA TAN
  • STRATEGIC PLANNER :
    SARAH NURDANITA
  • MEDIA AGENCY :
    WAVEMAKER, JAKARTA
  • PR AGENCY :
    GOODSTUPH, BANGKOK
  • FILM PRODUCTION COMPANY :
    GOOD NEWS PRODUCTION, JAKARTA
  • POST-PRODUCTION COMPANY :
    RAINBOW JUICE, JAKARTA
  • SOUND PRODUCTION COMPANY :
    MIXTAPE AUDIO, JAKARTA
  • CAMPAIGN SUMMARY :
    The movie Extraction 2 follows the story of Tyler Rake (Chris Hemsworth), who is on a dangerous mission to save the imprisoned family of a ruthless gangster. The announcement of the film caught Indonesian fans off guard because, in Extraction, the prequel, Tyler Rake was presumed dead.
    To highlight Tyler Rake’s comeback in the most extraordinary way possible, we decided to resurrect a wildly popular local meme that perfectly captures fans' reactions to the sequel.
    In 2018, a woman named Granny Sartika allegedly found a dead body and was interviewed on national TV. The video broke the internet and she accidentally became a legendary meme. Her famous catchphrase in the interview, 'MASIH HIDUP LU?!' or in English, 'YOU STILL ALIVE?!' perfectly captured fans' reaction to Extraction 2.
    The video swiftly became the most talked-about ad at the time, reaching over seventeen million fans. Extraction 2 claimed the #1 most-watched spot for three consecutive weeks and held its position in the top ten for a total of six weeks. The campaign not only amassed over 26,000,000 impressions but also achieved 1,300,000 organic engagements and was featured organically by 30+publications; some fans even created covers of it.
  • CREATIVITY/IDEA/INSIGHT :
    Indonesians love jokes and memes that feel relatable to them. To capture their attention, we decided to announce the comeback by resurrecting a local meme that expresses how we all felt. In 2018, a woman named Granny Sartika allegedly found a dead body and was interviewed on national TV. The video broke the internet and she accidentally became a legendary meme. Her famous catchphrase in the interview, 'MASIH HIDUP LU?!' or in English, 'YOU STILL ALIVE?!' perfectly captured fans' reaction to Extraction 2.
  • STRATEGY :
    Indonesians love both Hollywood AND hyperlocal content. So to maximize buzz surrounding the film online we decided to marry the two. We chose an internet-famous local figure with a catchphrase that perfectly captures the audience’s sentiment towards the film and paired her with the star himself in the content. The unexpected collaboration was expected to catch the audiences off guard, just like the return of Tyler Rake.
  • EXECUTION :
    We created a film that spoofed Granny Sartika's infamous interview to promote the sequel. In the video, a news host asked about her recent encounter with Extraction 2 billboards in the streets of Jakarta, she then reacted to Tyler Rake’s return with her catchphrase: “You still alive?!”. At the end of the video, an extra surprise awaits: the real Chris Hemsworth made an appearance and interacted with her. We uploaded the video on Netflix's social channels, and let the internet have a blast.
  • RESULT :
    The video swiftly became the most talked-about ad at the time, reaching over seventeen million fans. Extraction 2 claimed the #1 most-watched spot for three consecutive weeks and held its position in the top ten for a total of six weeks. The campaign not only amassed over 26,000,000 impressions but also achieved 1,300,000 organic engagements and was featured organically by 30+publications; some fans even created covers of it.