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HITA Creative Agency
HITA Creative Agency
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Institution

Bank Indonesia

The rupiah is not just a means of payment — it is a symbol of sovereignty. The #SobatRupiah campaign video.

A frame from the Cinta, Bangga, Paham Rupiah campaign video for Bank Indonesia.
Watch on YouTubeThe video starts on its own when the page opens. Use the player controls to pause it or turn the sound off.
Client
Bank Indonesia
Year
2025
Industry
Institution
Service
Business Branding
Platform
YouTube
Approach
Video Production (Campaign)

The Brief

Bank Indonesia wanted to teach the public that the rupiah is not merely a means of payment, but a symbol of national sovereignty and a thing that holds the country together.

The Tension

A nationalist message about currency slips into lecturing very easily. The challenge: carry a large message in a way that feels close, not preached.

The Approach

We produced the campaign video "Cinta, Bangga, Paham Rupiah" — inviting people to protect the authenticity of the rupiah through the 3D method (look, feel, hold to the light). Inspirational in tone, not instructional.

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