CHALLENGE
Padang Rice is very popular among young people and can be found in every city. Unfortunately, the Padang City seems not cool enough to them, so it doesn’t have many travelers like Bali and Jogja
IDEA
Presenting a “Travel Wrapper” campaign that turned Padang Rice wrapper into a unique, modern, and artsy wrapper that had a QR code, when scanned, led to a microsite where the audience could find out more about the city of Padang.
RESULT
The wrappers became the talk of the town with thousands of shares on social media and Padang City become remarkable to young people.
