Indonesia is going through massive changes, a country of 250 million people is on the move to get the most out of the future. The big cities tempt with work, the mobile phones with distraction – the real, human connection left in the ditch. Ramadan, however, is a moment of forgiveness and reconciliation. A celebration to reconnect with family and friends.

The “mudik” however, the journey back to the hometowns at the end of the Holy Month is a big effort. 30 million Indonesians do travel, yet over 7 billion ‘MMLB’ (Mohon Maaf Lahir Batin) messages were sent as greetings in a casual manner with little meaning. Coca-Cola yet believes in bringing people together, with a product that uplifts and refreshes, breaking barriers and hesitation to help Indonesians to connect with each other. 

The fully integrated campaign by Ogilvy included every touchpoint available. Bottles customized with messages (“mother, father, friends – forgive me”) as a conversation starter, emotive TVC and POS activations, websites highlighting regular people’s efforts as sources of inspiration and a big push to ‘reunite’ Indonesia’s two sources of public grief: the most famous but broken band “Nidji” and the upcoming stars of the country’s national football team. A big effort and success to help people and the country – “Say it with Coke“.