Defri Dwipaputra: Crafting Campaigns Beyond Advertising
Defri Dwipaputra, Executive Creative Director at Dentsu Creative Indonesia, will be part of the PR jury panel for the 2025 D&AD Awards, a prestigious global recognition for excellence in design and advertising. As a PR judge, Defri will join industry experts such as Gail Heimann, Rachel Allison, Carmen Bistrian, Toan Ravenscroft, Rachael Sansom, Osama Siddiq, Aaron Starkman, and Marianne Stefanowicz. This role further cements Defri’s position as a key figure in the advertising industry in Indonesia and on the international stage. Grafis Masa Kini had the opportunity to sit down with Defri to delve deeper into his journey and creative work in the industry.
“I never actually dreamed of working in advertising. Initially, I was more drawn to art and design,” Defri Dwipaputra shared at the beginning of our conversation. His interest in visual storytelling began when he helped create graphics for Gita Gutawa’s music video, Parasit. Through this experience, he realized that design elements go beyond aesthetics, they serve as a powerful storytelling medium. Defri’s entry into advertising was unexpected. “One day, I got a call from Ogilvy One to fill in for someone on maternity leave. I thought it would just be a temporary gig,” he recalled. However, that experience opened his eyes to the world of advertising. “I began to see that creativity here wasn’t just about art but how we could shift people’s perceptions through strong ideas.” Since then, his career in advertising has continued to evolve. After 17 years in the industry, Defri now leads nine creative directors at Dentsu—each responsible for different brands—crafting campaigns that resonate in the real world.
Having spent more than a decade in advertising, Defri has witnessed significant changes, particularly in how storytelling is used as a communication tool—shifting from hard selling to emotional selling. “Brands today don’t just sell products; they aim to connect emotionally with their audience,” he explained. He also observed the growing role of digital and direct interaction in advertising. “In the past, TV commercials and print ads dominated,” Defri recalled. “Now, a successful campaign must thrive across various digital platforms and leverage real-time engagement with audiences.” From a visual perspective, he noted a bolder and more diverse exploration of design. More brands are now willing to experiment with unconventional styles and incorporate unique local cultural elements. “This industry is becoming more challenging, but that’s what makes it exciting. Advertising today isn’t just about ‘selling’, it’s about entering people’s conversations and driving real change,” Defri emphasized.
With extensive experience in advertising, Defri understands the importance of blending creativity with psychological insights when crafting campaigns. One campaign he believes successfully merges these elements is Cargloss: The Scarrier Truth. The campaign was based on a unique psychological phenomenon: pareidolia—the human tendency to see faces in random patterns and inanimate objects. “In Indonesia, this happens all the time. People often see ‘ghosts’ in wall stains, dirty ceilings, or cracked surfaces. Interestingly, it’s not just an illusion; it can genuinely affect someone’s psyche, especially in their own home,” Defri explained. This insight led to a campaign that highlighted these fears while offering a solution: Cargloss, a ceiling coating that prevents stains and cracks that could create these ‘apparitions.’ Defri and his team designed horror-themed visuals that resonated with audiences—using actual photos of Indonesian homes where stains resembled eerie faces. They also engaged audiences through social media by encouraging them to share their own “sightings” at home. The campaign’s message was clear: “There’s something scarier than the ghostly figures on your ceiling—prevent ceiling collapse with Cargloss coating.” Speaking on its impact, Defri stated, “This campaign wasn’t just a talking point; it successfully turned something that was initially considered a ‘myth’ into a rational reason to purchase the product. It’s proof that understanding human psychology can create ads that go beyond mere promotion, tapping into people’s fears and daily habits.”
Among the many projects Defri has worked on, the Samsonite Scholar Panel stands out as one of the most challenging. The problem was simple: noise pollution from airplanes disrupting learning in schools near airports. “The noise couldn’t be eliminated, but that didn’t mean there was no solution,” Defri explained. Along with his team, he repurposed old suitcases from Samsonite’s trade-in program into soundproof panels for classrooms. Through this initiative, what was once considered waste became a tool that improved the learning environment for thousands of students. The biggest challenge was execution. “We had to ensure the panels worked while securing government support to scale the program. But once it was implemented, the results were incredible—noise levels dropped significantly, and thousands of students could study in a quieter environment,” he shared. This project exemplifies how creativity and collaboration can address real-world problems rather than just producing “good ads.” Another campaign that changed Defri’s perspective on storytelling was OCBC Currenshe, which stemmed from the insight that most figures featured on banknotes were men. “Using AR technology, we replaced the male figures on banknotes with inspiring women from Indonesian history. It wasn’t just a gimmick—it was a way to highlight women’s contributions that had been overlooked,” Defri explained. The campaign generated significant awareness and strengthened audience trust in the OCBC brand.
As a D&AD judge and recipient of over a hundred local and international awards, Defri has deep insights into what makes a campaign deserving of global recognition. According to him, winning campaigns usually share three key elements: 1. Strong originality—ideas that are fresh and never seen before, 2. Cultural relevance—ideas rooted in societal habits and traditions, and 3. Flawless execution—attention to detail that determines a campaign’s success. He also emphasized that winning ideas aren’t just those that are “cool” but those that create tangible business or social impact. For young designers looking to grow in advertising and graphic design, Defri offers a powerful message: “Don’t just focus on making something that looks ‘good’—create something that’s ‘meaningful.’” He stressed that while visually appealing design is important, design that changes the way people think is far more valuable. “Always seek the insight behind the brief—don’t just execute visually without understanding the story behind it. And most importantly, don’t be afraid to experiment. Sometimes, the best ideas come from having the courage to fail first,” he concluded.
