Sweet 17 Official Garuda Store
In this first ever collaboration, our client, the official store of the Indonesian national football team, sought to launch their latest jersey collection. We chose to harness the momentum of Independence Day as an opportunity to go beyond a traditional brand activation. The occasion naturally aligned with the client's vision of sport as a collective spirit that embodies unity, competition, and community celebrations across the nation. The main challenge was to merge heritage-driven activities with a contemporary brand showcase within the crowded and complex setting of Gelora Bung Karno Stadium in Jakarta.
The event needed to create strong emotional connections between the brand and its audience while reinforcing pride in national identity. Our client wanted participants to experience more than just a launch. They envisioned a festival where the traditions of Independence Day celebrations converged to showcase their products in a meaningful and memorable way.
We transformed the venue into a dynamic celebration zone. Attendees were welcomed through a striking patriotic archway made from bamboo, symbolizing the Indonesian fight against colonialism, and decorated in red and white, the colors of the national flag. The pathway led into an area filled with installations such as branded photo booths and interactive product displays. A curated sequence of competitions brought the Independence Day theme to life, from cracker-eating contests and sack races enhanced with helmets to football challenges with playful twists. A music performance and dance session added a high-energy finale, encouraging mass participation. Throughout the experience, the jersey collection was seamlessly integrated into the environment, ensuring the product remained at the heart of the festivities without disrupting the organic flow of activities.
The event successfully blended tradition with brand storytelling, drawing large crowds and creating shareable, authentic moments. Participants left with heightened enthusiasm, deeper brand connection, and a sense of collective celebration. For our client, the activation not only showcased their product but also strengthened their positioning as a lifestyle brand that champions community spirit. Our expertise in design, logistics, and engagement strategy ensured that every element was executed with precision, resulting in a vibrant and impactful Independence Day celebration.
