Indonesia – Indonesian e-wallet platform DANA has partnered with Epic Idea on a new campaign that creatively uses humour and wordplay to make digital scam awareness both memorable and engaging.
Titled #AwasJebakanBadman (#BewareOfBadmanTrap), the campaign film combines humour with vital scam awareness tips to warn users about the digital risks they face. Stepping away from the typical serious tone of PSAs, the video uses playful humour and Indonesian-style wordplay to deliver its message in a more engaging, memorable way.
The spot also features Dr. Boyke, a well-known Indonesian OB-GYN and sexologist, bringing a unique and unforgettable edge to the campaign. His unexpected appearance adds a twist that captures attention and keeps viewers engaged, offering a refreshing contrast to the typical financial expert usually seen in PSAs.
Created by Epic Idea, the campaign reimagines the classic PSA format, showing that scam prevention can be fun, memorable, and distinctly Indonesian. Far from just another awareness campaign, it’s a bold and culturally resonant reminder that knowing how to avoid a ‘Badman’ is not only essential but also entertaining.
Max Roza Natadjaya, creative director at Epic Idea, said, “Indonesians have a unique sense of humor. We love wordplay that suggests something cheeky without outright saying it. It makes people laugh, and it sticks with them. By playing to this, we’re able to deliver scam awareness tips that feel less like a lecture and more like a fun conversation.”
Audra Syah Rasjid, creative lead at EPIC IDEA, also shared, “Dr. Boyke brings an energy that’s approachable, entertaining, and above all, memorable. When we thought about who could capture that playful, slightly cheeky tone we wanted, he was the perfect fit. His background makes the message feel less formal, and his humor ensures it’s something people will talk about.”
