{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF INFLUENCER","is_link":false},{"keyword":"ENTRANT COMPANY","content":"GOOD PEOPLE NETWORK, JAKARTA","is_link":false},{"keyword":"TITLE","content":"REZA RAHADIAN PRESENTS: \r\nFILMS WITHOUT REZA RAHADIAN","is_link":false},{"keyword":"BRAND","content":"NETFLIX ID BLOCKBUSTER","is_link":false},{"keyword":"ADVERTISER","content":"NETFLIX INDONESIA","is_link":false},{"keyword":"AGENCY","content":"GOOD PEOPLE, JAKARTA","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"FAJAR KURNIA\/JEREMY CHIA","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"FAJAR KURNIA\/JEREMY CHIA","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"SWASTIKA RAHMADANI","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"ALLAN TANOEMARGA","is_link":false},{"keyword":"ART DIRECTOR","content":"KATARINA STELLA","is_link":false},{"keyword":"COPYWRITER","content":"NAZARY DUZKY","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"ANNUR AINI","is_link":false},{"keyword":"AGENCY PRODUCER","content":"YUNITA THUNG","is_link":false},{"keyword":"PROJECT MANAGER","content":"SASHA PUTRI","is_link":false},{"keyword":"DESIGNER","content":"ERNEST WIDI ISWANTO","is_link":false},{"keyword":"EDITOR","content":"AIDIL","is_link":false},{"keyword":"INTERN","content":"GILBRAM PRATAMA\/MUHAMMAD IHSAN","is_link":false},{"keyword":"BUSINESS STRATEGY DIRECTOR","content":"ANTONIA TAN","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"REKHA HAMDILLA","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"ROZA PRISCILLA (SENIOR AE)","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"INDRA PERMADI","is_link":false},{"keyword":"MEDIA AGENCY","content":"H+, JAKARTA","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"SIKAP LILIN, JAKARTA","is_link":false},{"keyword":"DIRECTOR","content":"DIMAS DJAY","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"RIO NASTA","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"MASTERMIND STUDIOS, JAKARTA","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"ON THE ROOF MUSIC, JAKARTA\/SPACEBAR, JAKARTA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Reza Rahadian is one of the biggest, busiest actors in Indonesia - the equivalent of Hollywood’s Pedro Pascal. He keeps appearing in any genre of film out there, from drama, romance, comedy to even animation. So much so his constant presence turned into a running joke among Indonesian film fans, earning him a meme of ‘Reza again, Reza again.’\r\n<br>\r\n<br>Yet something strange happened when Netflix released its 2025 Indonesian blockbuster slate, since Reza wasn’t in any of them! \r\n<br>\r\n<br>This made one thing very clear; if anyone could promote such Reza-less titles, then it had to be the man himself.\r\n<br>\r\n<br>To kick things off, we made a short film showing Reza being haunted by the ‘Reza again’ meme everywhere; only for him to realise that Netflix’s newest blockbuster list doesn't have him in it. \r\n<br>The film was launched online and in cinemas.\r\n<br>\r\n<br>At the cinemas, we also replaced traditional film posters with Reza-themed posters poking the same fun – that he wasn’t in any of these films.\r\n<br>\r\n<br>And to top it all off, we even convinced Netflix’s product team to create a ‘Reza-less’ section on their platform too.\r\n<br>\r\n<br>The campaign ended up being the talk of the town. Most importantly, it led film fans to watch our Reza-less titles, and those with him in them to boot.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Reza Rahadian had become a cultural constant in Indonesian cinema.\r\n\r\n<br>So present across genres and formats that his name evolved into a running joke —\r\n<br>“Reza again. Reza again.”\r\n\r\n<br>Over time, audiences came to believe that every great local film had to feature him.\r\n\r\n<br>When Netflix announced its 2025 Indonesian blockbuster slate, we noticed something unexpected.\r\n\r\n<br>Reza wasn’t in any of them.\r\n\r\n<br>That absence revealed a powerful insight:\r\n\r\n<br>people judged Indonesian films by who was in them, not what they were.\r\n\r\n<br>Rather than fight that belief, we used it.\r\n\r\n<br>If Reza had become the symbol of “must-watch” local cinema, \r\nthen the most credible way to prove these films didn’t need him was to have Reza himself confront the meme — and turn his absence into the story.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"Indonesian audiences are highly receptive to hyperlocal humour and cultural references, especially when they originate from existing internet behaviour rather than advertising.\r\n<br>\r\n<br>Our target wasn’t just avid film fans, who would watch Netflix’s local titles regardless.\r\n<br>It was the wider audience who used familiar faces as a shortcut for deciding what was worth watching.\r\n<br>\r\n<br>By anchoring the campaign in the widely recognised “Reza again” meme, we tapped into a shared cultural joke that already carried credibility and reach.\r\n<br>\r\n<br>Using Reza himself as the face of a “Reza-less” announcement allowed Netflix to flip expectation with humour, not persuasion — turning scepticism into curiosity, and absence into proof of confidence in its local slate.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"The campaign unfolded by turning the meme into a narrative.\r\n<br>\r\n<br>First, we released a short film showing Reza being haunted by the phrase “Reza again” everywhere he went — in shops, cafés, and even on the radio — until he finally opens Netflix and realises that its upcoming Indonesian blockbusters don’t star him at all.\r\n<br>\r\n<br>The film launched online and in cinemas.\r\n<br>\r\n<br>In theatres, we extended the idea by replacing traditional movie posters with Reza-themed posters that humorously highlighted his absence from each title.\r\n<br>\r\n<br>Finally, to cement the idea beyond communications, we partnered with Netflix’s product team to create a permanent “Reza-less” section on the platform — turning the joke into a real browsing experience.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"The results were as big as Reza’s biggest hits.\r\n<br>\r\n<br>The campaign reached more than 80.1 million fans, 680.9 impressions, and 17.2 millions completed views in the video. Sparking conversations across many different media, and inspiring copycats too at the same time. \r\n<br>\r\n<br>\r\n<br>But most importantly, it drove viewers to watch these Reza-less titles, and those with him in them too!\r\n<br>","is_link":false},{"keyword":"URL","content":"https:\/\/www.instagram.com\/reel\/DJar7czuGVY\/?hl=en ","is_link":true}],"files2":[{"name":"ME22_003.mp4","type":"mp4"},{"name":"ME22_003_DI01L.jpg","type":"jpg"}],"count":2}