Climate change and global warming are in the world's spotlight; all parties are required to make significant changes for our earth together. However, concern for change also came from various circles; some change their lifestyles by implementing environmentally-friendly values. For example, some get used to reducing motorized vehicles by cycling, walking, or running.
'Journey To Zero', a climate action initiative of the Katingan-Mentaya Project, consistently strives to convey this spirit to the broader community. After sports fans who have been the main target segment, this time with Purupiru and the Senadi Foundation as knowledge partners, this campaign has expanded its communication to related supporting scenes. This is needed to increase the general public's understanding of this global issue, especially among the younger generation as the future inhabitants of our earth. This time, the campaign involved musicians, filmmakers, fashion brands, waste management companies, and activists in environmentally-friendly lifestyles.
This series of campaigns begins with making songs by cooperating with Nikita Dompas as music director. Then, collaborating with lyric writers and singers Anda Perdana, Faye Risakotta, and the rapper Herald Genio, the song 'Lestari (Life We Can't Waste)' was created as their expression in addressing this global issue. Using three languages (Indonesian, Dayak & English) and the production process is carried out separately; due to the C19 condition policies between Jakarta, Sampit, and Bali, this song reminds us of the local wisdom inherited from our ancestors to live in mutual care with nature. The song can be enjoyed on various favorite digital streaming platforms since November 19, 2021.
The next stage is the production of the music video directed by UpieGuava. With many ideas related to this global issue, this music video utilizes 360° video & audio technology to convey an edutainment package in enjoying the song entertainment aspect, as well as information sharing channel. While displaying many related facts and data, the video production is also supported by passionate same concern collaborators, such as Rekosistem waste management, Pable circular fabric processor, and also displaying sustainable fashion brands products, such as Bluesville, Ensemble, and PijakBumi. The video was shot in Jakarta, Bogor, and Central Kalimantan and featured non-emissions transportation practitioner Ade Putri. Enjoy the full Lestari (Life We Can't Waste) 360° Audio Video experience using VR glass on the YouTube channel 'Your Journey To Zero.'
This video clip was launched at a press conference and virtual talk show on November 23, 2021. The launching session was awaited by the invited journalists and the campaign collaborators to enjoy the full 360 experience for the first time. This video's launching agenda is followed by a series of promotions, such as news coverage, ‘Behind The Scene’ video, and other digital activities on the Your Journey To Zero Instagram account until the end of December 2021.
“Itah mahaga alam, alam mahaga itah.” (Dayak Ngaju)
“We nurture nature, nature nurtures us.”