ITB Students Win 2nd Place at AWF 2025 Creative Campaign Competition, Addressing Gen Z Stress Release through Anonymous Confessions
By Raja Parmonang Manurung - Mahasiswa Teknik Pertambangan, 2021
Editor M. Naufal Hafizh, S.S.
This annual event features a variety of activities, such as talk shows, exhibitions, and competitions centered around the advertising world. One of the competition categories was Creative Campaign, which challenged participants to develop a creative campaign in the form of a presentation deck that includes analysis, ideas, and execution plans. Each team is also required to integrate DOOH (Digital Out of Home) media into their campaign.
The ITB team, named Nyala Team, consisted of Lentya Permata Sari Arya Pati, Nurul Ulhaq Hidayah, dan Akmal Maulana. They came up with a campaign for Torabika Cappucino, with a unique approach, linking coffee with stress release among Gen Z.
They tried to create a DOOH media strategy that featured texts expressing the suppressed emotional outbursts of young adults, while simultaneously aiming to reposition the Torabika Cappucino brand in consumers’ minds.
“Gen Z often speaks up anonymously on social media because it’s their way of stress release to maintain their mental health. Therefore, what if there is a brand that can show greater concern and amplify their silent cries through DOOH media?” explained Nurul.
Lentya added that through this campaign, Gen Z’s grievances would be heard more by showcasing them on DOOH media. Indirectly, stress release can be achieved through this form of coffee promotion.
Despite their busy schedules, the Nyala Team remained united and completed their work to the fullest. “We are all in our final year. I am doing an internship, Lentya and Akmal are also busy with their fast-track program,” said Nurul.
Akmal added that they were willing to spend days on campus compiling and refining their competition materials. “Based on experience, I have to consider my teammates’ interests to achieve a common goal set at the beginning,” he said.
By participating in the competition, they felt that it broadened their perspective on critical and creative things. They also view it as preparation for entering the professional world.
Reporter: Raja Parmonang Manurung (Mining Engineering, 2021)
Translator: Senandung Shauma Bidadari (Management, 2026)
