For the 70th anniversary of Piala Citra (Citra Award), Indonesia’s most prestigious film award, the goal was to create a visual identity that honors the festival’s rich history while celebrating Indonesia’s cultural heritage. The chosen theme, "Light and Shadow," reflects the resilience of the Indonesian film industry and its ability to keep telling stories, come what may, throughout seven decades. Light symbolizes inspiration and hope, while shadow represents the challenges faced along the way.

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The tagline "Through light and darkness, we tell stories" was in part inspired by a poem written by Usmar Ismail which describes Citra as "..an eternal shadow in the mist of dawn" and Raden Ajeng Kartini who famously wrote "After darkness, comes light". 

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Indonesian cultural elements are woven into the design. The bold, sweeping shapes of the Batik Parang pattern convey strength and continuity, while the striped Lurik pattern symbolizes inclusivity. The circular arrangement of the stage design is inspired by the formations seen in Tari Kecak, a traditional Balinese dance, and the mandala of the Borobudur temple. The influence of Wayang shadow puppetry is evident in the silhouette style and symbolism of the branding, all brought together with the vibrant emerald green color.

 

This cohesive visual identity is applied across multiple touchpoints, including stage design, red carpet backdrops, billboards, and social media posts.

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THE STRATEGY

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How Do You Celebrate a Festival That Has Seen Ups and Downs?

The Piala Citra, Indonesia’s most prestigious film award, has stood the test of time for seventy years. Throughout its history, the festival has experienced periods of growth, decline, and revival, shaping the broader journey of Indonesian cinema. For its milestone anniversary, the challenge was to create a campaign that honored its legacy while also positioning it for the future. The theme "Emerald of the Equator" was chosen to symbolize the brilliance of Indonesian filmmakers, while the tagline "Through Light and Darkness, We Tell Stories" encapsulated the resilience of the industry. The campaign’s strategy was built on three core pillars: honoring the past, celebrating the present, and shaping the future of Indonesian cinema.

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How Do You Balance Legacy with Modern Appeal?

A major challenge for a long-standing festival is staying relevant while respecting tradition. The campaign struck this balance through a visual identity that merged heritage with contemporary aesthetics. The logo was inspired by the original Citra trophy design from 1974, updated with modern typography and a sleek emerald-green palette. The stage and red carpet designs drew inspiration from traditional Indonesian art forms, including Wayang shadow puppetry, Mandala formations, and the Parang batik pattern, reinforcing cultural pride while maintaining a fresh, sophisticated look. These elements ensured that the festival’s prestige was upheld while appealing to a new generation of filmgoers and creators.

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How Do You Reach a New Target Segment?

Historically, the festival’s audience consisted primarily of industry professionals and cinephiles. However, with the rise of digital entertainment, engaging younger demographics was crucial. To do this, the campaign integrated a multi-channel approach, leveraging both out-of-home (OOH) advertising and digital activations.

1. Billboards and transit ads highlighted key scenes from nominated films, prominently displaying the actors and directors to create a deeper connection with audiences.

2. Dynamic digital screens in high-traffic urban areas featured video snippets of nominees, engaging passersby with cinematic storytelling moments.

3. A "badge of honor" system allowed production houses and streaming platforms to feature the Piala Citra trophy silhouette on their promotional materials, reinforcing its prestige among younger film lovers.

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How Do You Make an Awards Show More Than Just a Ceremony?

To transform Piala Citra from a one-night event into a broader cultural movement, the campaign extended beyond the awards night with a 360-degree storytelling approach. Through social media, streaming collaborations, and interactive content, the festival engaged audiences before, during, and after the ceremony.

1. Short-form videos on TikTok, Instagram Reels, and YouTube Shorts showcased behind-the-scenes footage, nominee reactions, and key film moments.

2. A user-generated content challenge encouraged audiences to recreate iconic scenes from nominated films, blending participation with nostalgia.

3. Exclusive interviews with nominees and industry veterans were shared across digital platforms, deepening engagement with film enthusiasts.

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How Do You Make People Feel Part of the Celebration?

Beyond passive viewership, the campaign invited audiences to experience the festival in tangible ways. Public exhibitions in major cities showcased costumes, props, and interactive installations related to the nominated films, creating a physical space for fans to connect with Indonesian cinema. Meanwhile, a livestreamed red carpet event with real-time social media engagement allowed audiences to interact, ask questions, and celebrate their favorite actors and filmmakers.

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How Do You Define Success for This Campaign?

Success for the 70th Piala Citra campaign was not only measured by viewership numbers but also by brand engagement, digital participation, and the revitalization of the festival’s cultural significance. By blending legacy with innovation, tradition with digital strategy, and prestige with accessibility, the campaign ensured that Piala Citra remains a symbol of excellence in Indonesian cinema for generations to come.