Fortune Indonesia is trusted to handle Siam Cement Group (SCG) television commercial to increase consumer awareness. Although SCG has arrived in Indonesia since 1995, the year 2016 is the first time for SCG to conduct communication activities on Television Commercial (TVC). The long break had led consumers to have low awareness of the SCG brand compared to other cement brands that are better known to the public. This had become quite a challenge for Fortune Indonesia in making the story concept that is relevant to the lives of Indonesian people especially for the young families who live in the city or even in the remote areas.

Showing the setting of a remote village of Bondowoso district in East Java, this television commercial tells a story of parents who lovingly take care of and raise their 4 children. The father’s figure is described to always encourage his 4 children to achieve higher education by going out of town. As time passes by, the children manage to make a better life. One day, his four children come back home to renovate their parents’ house to return their favor.

“Moving away and returning the favor are the two important elements in the concept that we develop that becomes the storytelling power in illustrating and articulating the idea: Building Happiness”, said Randy Rinaldi, Executive Creative Director of Fortune Indonesia who handles the television commercial.

To expose the real life of the people, the TVC cast the local people of Bondowoso district in East Java. Shooting the TVC in the rainy season became a challenge for the team, as more than 60% of the scenes in the shooting board use outdoor settings. The TVC is planned to be aired in early March 2018.