In Javanese culture, it takes the blessing of the father's bride to officiate a marriage before a couple could embark on their journey together. We build the idea around the parallel of Traveloka and the Javanese father: a dependable, resourceful figure who makes a journey "official". The wardrobe you see on the film was authentic Javanese marriage wardrobe. To make the message even more relatable, we swapped supers into vernacular automotive stickers found on liveries of trucks and buses across Java and Sumatra.

Driven by the use of social media and chat applications, rural Indonesians adopted mobile internet rapidly, opening new market opportunities for e-commerce brands to expand into. However, e-commerce penetration is still low due to the cash-dependant rural population's suspicion of online transaction. They believed that official tickets can only be purchased directly via offline bus agents. Our company, an established, user-centric Southeast Asian online travel agent, believes that the rural Indonesians also deserve the convenience and economic value of online bus booking. What we found out was that TV commercials aimed at this market mostly took the direct, hard-sell approach slapped with in-your-face supers explaining the rational benefits of the products advertised. We realized that we need to rise above the noise and designed something that they would love: an over-the-top short soap opera that wlll both entertain and educate them of our new product.