Generasi Micin 2.0

Generasi Micin 2.0 is a campaign by Flock, a creative agency in Jakarta, for Sasa, 2024. Categories: Campaign, TVC, Digital.

Challenge

MSG carries a stubborn stigma in Indonesia. Sasa's original Generasi Micin campaign reframed micin as a Gen Z badge of pride and briefly owned the cultural conversation. But stigma does not retire. The sequel needed to push the argument further: not just defend MSG, but make the Generasi Micin unstoppable.

Insight

The world has always found a reason to doubt Gen Z. Too ambitious? Too chill? Too weird? The answer to every "Too ___?" is not an explanation. It is proof. Show them conquering impossible worlds and the question answers itself.

Idea

Give each character a fantastical world to own outright, not survive, not pass through, own. A chess palace where pieces float from a Sistine ceiling. A burning desert where the queen stands on fire. An arctic expanse of glowing ice. A neon Tokyo fashion basement. Land them all on the same plane at the end. Close with an absurdist PERHATIAN safety announcement: no more insecurity about MSG, as long as you do not eat the packaging.

About this work

"Generasi Micin 2.0" picks up where the original left off. The brief is the same: take a word the world uses to put Gen Z down and own it so completely that the label becomes a credential. The sequel's answer is to give every character an impossible world to dominate. A girl reads the whole chess board from the ceiling. A woman on a burning desert is the queen. A man in an arctic waste faces down levitating ice cubes. Each of them is "too" something. None of them care. The ending is where the wit lands. All of them converge on a fantastical plane, the whole Generasi Micin together and going somewhere. Then the final card hits like a public safety announcement: "PERHATIAN - NO MORE INSECURE KONSUMSI MSG SELAMA BUNGKUSNYA TIDAK DIKUNYAH." Deadpan, absurd, and perfectly pitched. Only Sasa could close a film this epic with something this unserious.

Generasi Micin 2.0 for Sasa

We haven't made that one yet. Maybe it's serendipity, let's make it together.

Creative first. Effective always.

Flock is led by two of Indonesia's most experienced industry leaders, combining creative pedigree and business acumen built across global networks, major corporations, and the country's most demanding client accounts.

Arsyad (standing) is an Executive Creative Director. His career spans Lowe, JWT, Monks, and Ogilvy Jakarta. He helped shape Flock's creative direction in an earlier chapter, and is now back to continue that work.

Nikken (sitting down) is the Managing Director. With 20+ years across Dentsu, Macs909, JWT, MullenLowe, Romp, and now FCN, she has led work for nearly all of Indonesia's major telco brands, plus automotive, FMCG, finance, tech, and beauty. Driven and meticulous, she is known for turning business relationships into friendships.

Client voices

What our clients say.

Future Creative Network

FCN brings together Indonesia's top creative companies, each with different expertise, into a single, cohesive ecosystem. One collaborative platform, delivering tailored, high-impact solutions for every client's diverse needs.

What sets it apart is a rare combination of scale and agility, the range to adapt and perform at the highest level for everyone we work with. What started in a small apartment in 2016 is now the largest local creative marketing and innovation ecosystem in Indonesia, built to empower local creative founders.

2016The Establishment1 company, 1 small apartment, 1 mission

2017Fastest Growing in IndonesiaThe fastest growing independent agency in Indonesia

2018First 'Agency of The Year' in IndonesiaFirst local agency to obtain the prestige 'agency of the year' at Citra Pariwara

2019Fastest Growing Agency in the worldThe fastest growing agency by Adweek

20202nd time 'Agency of The Year' in IndonesiaSecond time 'agency of the year' at Citra Pariwara

2021Biggest Digital Powerhouse in SEAAcquiring Olrange and becoming the biggest powerhouse in SEA

2023Top 10 Fastest Growing Large AgenciesThe fastest growing large agencies in the world by Adweek

2024Creative Agency of The YearCrowned as the Creative Agency of The Year at Citra Pariwara

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