CASE STUDY
Perayaan Hari Ekonomi Kreatif Nasional 2023
01 — THE CHALLENGE
The brief.
Hekrafnas is a state event. Every detail is visible to the public, media, and national figures. The Ministry of Tourism and Creative Economy needed an event that could celebrate the creative economy in a way that was itself creative, not a rigid ceremony but a celebration that reflected the spirit of the creative industry. With speakers of the caliber of Sandiaga Uno, Titiek Puspa, Darwis Triadi, and Putu Wijaya, production and protocol standards could not be compromised.
02 — THE APPROACH
How we thought about it.
Government events often get trapped in formality that works against the spirit of the creative industry. Our approach was formal in structure, creative in expression. The program sequence was built with the discipline of state protocol, but every segment was given room for honest expression.
03 — THE EXECUTION
What we built.
Inauguration with full state protocol, coordinated with the Ministry's protocol team
Lifetime Awarding for figures who have contributed to Indonesia's creative economy
Hybrid Zoom Online, stable quality streaming for participants across Indonesia
Talk Show with Sandiaga Uno, Titiek Puspa, Darwis Triadi, and Putu Wijaya, with stage design that made the discussion feel natural
Full protocol coordination for all VIP guests and state invitees
04 — THE RESULT
The result.
National Scale
The event ran without a single protocol incident. The hybrid streaming reached an audience far beyond the physical venue capacity. The talk show became the most media-cited highlight, with the more open and conversational format successfully drawing out the personal side of figures rarely seen in formal state events.
Our biggest challenge was creating a state event that did not feel stiff. They found that balance very well.
Kepala Biro Komunikasi
Kementerian Pariwisata & Ekonomi Kreatif RI
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