Intel showcases Indonesian Hip Hop in its latest campaign

This new film, created by Amsterdam Worldwide and designed to highlight the brand’s second generation Intel® Core Processor family, takes a look at modern Indonesia’s local hip hop movement, an intriguing fusion of Western youth culture and Indo cultural traditions.

The previous three short films included ‘Batik Fractal’, ‘The Sartorialist’ and ‘Kitty & Lala’, which have attracted more than 12 million views across 198 countries since January.

Founded by Marzuki Mohamad, the crew in JHF is leading the resurgence of hip hop in modern Indonesia by putting a unique local spin on it. It also aims share their music with everyone to make the young generation to be proud of their country.

The lyrics are inspired by 18th century Javanese poetry, while the tracks mix hip hop beats with traditional Indonesian music. The film sees the crew jamming with gamelan musicians and Wayang Kulit (shadow) puppeteers, creating music videos, culminating in a public performance at a block party.

It portrays an urban, no-nonsense generation inspired by technology and freed by it to create their own music to share with the world, without pressure from producers and record labels.

Brian Elliott, founder and chief executive of Amsterdam Worldwide, said Jogja Hip Hop Foundation and their music are truly inspiring not only for the young generation of Indonesia, but for young people over the world, striving for their passions.

“They are also great ambassadors to the power of technology to give artists everywhere freedom of expression,” he added.

Johan Koning, Intel marketing manager and client creative lead for the Visibly Smart series, commented on the new film: “As with previous profile films, Amsterdam Worldwide’s work is a sensitive, authentic depiction of a culture realising the full benefits of a Visual Life. The role technology plays in bringing the JHF’s work is testament to the group’s ingenuity and dedication to their cause.”

Credits
Brand Intel
Campaign Visibly Smart
Creative agency Amsterdam Worldwide
Executive creative director Richard Gorodecky
Creative director Joseph Ernst
Senior copywriter Martin Beswick
Art director Daniel Peiron
Copywriter Karen Hardy
Producer Jordan Kelly, Jan-Peter Wiersma, Lars Fabery de Jonge
Account team Megan Wooding, Desislava Staykova
Production company @radical.media
Executive producer Holly Alexander
Producer Helen Morahan
Production supervisor Azren Irwan
Director Hannah Hilliard
Director of photography Chris Miles
Post-production Heckler