Highlighting Jokowi's strengths by leveraging his iconic 'rolled-up sleeves' and character's similarity with Tintin's: action-oriented and problem solvers.

His famous habit in ‘Blusukan’ (impromptu walkabouts) became our campaign theme. We blasted a series of comic book cover artworks on social medias (Twitter, Facebook, Path, Instagram). They told truthful stories of Jokowi’s walkabouts, touched Indonesia’s diverse cultures & current campaign issues.

We invited people not only to vote, but also to actively support Jokowi. Our tagline was: “Roll-up your sleeves, support Jokowi-JK”.

The big-size & high-res files were accessible on gulunglenganbajumu.com, which also functioned as the data bank for co-creation materials.

With almost zero budgets, the campaign has revived people’s confidence in supporting Jokowi & generated thousands of volunteers to sharing, co-creating, producing.

Organically went viral. Re-tweeted by >25 opinion leaders' accounts, 65K to 2.1M followers each, included Jokowi himself.

In a month, gulunglenganbajumu.com gained >150K unique visitors, >900K hits, >52GB download traffic, >25 artworks contribution.

Reached >1M unique users, generated >5M impressions on www.facebook.com/KenapaJokowi.

Gained >US$ 250K media value, with >80 coverage. Became cover story of volunteers’ phenomenon in books and biography movie.

"Successfully turned the tensions of election to a joyful festival of democracy.” (Goenawan Mohamad / Authors)