Lead The Wave x SEVENTEEN

Lead The Wave x SEVENTEEN is a campaign by Flock, a creative agency in Jakarta, for Chitato, 2024. Categories: Campaign, TVC.

Challenge

Chitato wanted its youth platform to feel genuinely aspirational to Gen Z, not just another celebrity endorsement, and it reached for a global name without letting the film turn into wallpaper for the star.

Insight

The most credible leaders are the ones who write their own material. SEVENTEEN's S.Coups, Wonwoo and Vernon are self-producing idols whose success is authored, not handed to them, exactly the kind of leadership the brand wanted to hold up.

Idea

"Lead The Wave", casting the three as the wave-makers rather than the wave-followers. In a candy-bright pop world they set the trend and everyone else catches up, turning their creative authorship into the brand's invitation to Gen Z: make your own wave.

About this work

The film lives in a hyper-saturated K-pop popscape: neon rings and mirror rooms, torn-poster reveals, disco balls and checkerboard floors, cut to the energy of a music video. The three move through it as the trendsetters, each in a signature colour block (orange, red, green), the camera treating them like the idols they are while keeping the chips centre-frame. It runs across the Chitato flavour wall, Chijeu (cheese), Mi Goreng, Sapi Panggang and more, each member picking his own to tie the "lead your own wave" idea back to personal taste. Riding SEVENTEEN's huge Indonesian fanbase, it extends Chitato's long-running "Life Is Never Flat" platform into a full Gen Z leadership story, later carried into a Jakarta meet-and-greet.

Flock

Lead The Wave x SEVENTEEN for Chitato

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

Creative of the highest order. Campaigns that deliver.

For us, creative comes first, always. But a campaign has to be effective and show real results. So we show up at both the creative shows and the marketing ones, year after year.

Part of FCN. 5x Citra Pariwara Agency of the Year.

Creative first. Effective always.

Flock is a creative agency in Jakarta, part of Future Creative Network, and one of Indonesia's most awarded advertising agencies. Creative comes first, but an idea only counts when it moves the business.

We work end to end, from campaign strategy and the big idea to the craft that makes it real. Small enough to stay sharp, backed by a network big enough to take on anything.

  • Brand & Campaign Strategy
  • Creative & Advertising
  • Film & Content Production
  • Design & Branding
  • Activation & PR
  • Talent & Influencer

All under one roof, from strategy to screen, so the work wins where craft is judged and delivers where it counts.

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 and Nikken, the people who run Flock

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.

Trusted by Indonesia's biggest brands

BCA Telkomsel Tokopedia GoTo tiket.com Vidio Disney+ Hotstar Samsung Unilever Sunsilk Listerine Scarlett Marina Promag Greenfields Chitato Qtela Sasa Hotto Vinda Pesona Indonesia Rinnai Hyundai Yamaha
Part of

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.

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Milestones of FCN
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
The ecosystem
FCN Creative

Award-winning creative advertising and brand craft, from strategy to production. Home to Flock.

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High-growth lifestyle communities, media, artist management, and IP-driven events.

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Year
2026
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