CLIENT:
SILVER QUEEN
AGENCY:
MALEO - FLOCK COMPANY
ROLE:
ART DIRECTOR
VERY BEERY, VERY GEN Z
Besides launching a campaign for Silver Queen’s newest flavor, the brand aims to strengthen its connection with younger audiences.
Silver Queen chocolate has been known by most Indonesians. It is famous among both the boomer generation and millennials.
To keep their product updated, Silver Queen wants to create a new product that suits Gen Z’s healthy and fun lifestyle. With the taste of sour and sweet at the same time, no other big competitors have done this before in their chocolate category. The client needs us to generate a concept and visual that is relatable and gains trust from the target audience.
My taste is different. Gen Z is a generation that dares to be different. Very Berry Yoghurt taste is aligned with Gen Z’s attitude and their curiosity in always finding new innovations.
The music is purposely composed to be catchy and will serve as the red line of the campaign. We will create lyrics and a dance competition to keep the audience engaged.
SOCIAL MEDIA
Silver Queen’s visual identity traditionally leaned into a chocolate-toned monochrome palette. To create a fresher and more emotionally engaging experience, we revamped the color direction—introducing a vibrant palette that evokes the diverse feelings associated with enjoying chocolate. We also incorporated motion and stop-motion visuals to elevate the content, making it more dynamic, entertaining, and impactful—ultimately enhancing viewer engagement and stopping power across social media platforms.
BANYAK MAKNA CINTA
In addition to launching a new flavor, Silver Queen aimed to create a meaningful and relevant campaign that goes beyond product promotion. Valentine’s Day is commonly celebrated by couples, but Silver Queen saw an opportunity to expand its meaning. The goal was to make the holiday more inclusive and accessible for everyone to share their expressions of love, especially during the isolating times of the pandemic.
Through this campaign, people could create customized messages and generate characters that represent their loved ones. These personalized designs were printed onto limited-edition packaging, available through Silver Queen’s website and e-commerce platforms. The initiative made it possible for everyone to express their love from anywhere—bridging distance with a personal, heartfelt touch.
