BCA / Branded / 2021
Berterima Kasih dengan Tulus
A pop star turns a wall of five-star customer tweets into an actual love song, thanking the people who wrote them in the language they used to write them.
The Film
BCA wanted to thank the customers who bother to say something nice online, the honest five-star reviews and unprompted praise, without it curdling into a brand testimonial reel. The answer leans on a bilingual pun: Tulus is both the word for sincere and the name of one of Indonesia's most respected singer-songwriters. His new song is stitched together from real customer tweets, so the thank-you IS the customer's own words, handed back to them as a proper piece of music rather than a marketing quote card.
The Craft
Shot like a real Tulus release, not a branded video, intimate concert lighting, bokeh-heavy staging, handheld close-ups on his face mid-performance, so the song reads first as music and only on a second listen as a customer-service idea. Actual tweets appear as on-screen inserts at key lyric moments, grounding the sentimental performance in verifiable, specific praise rather than a vague "thank you" sentiment.
The Cast
Tulus fronts the film solo, cast specifically because his name doubles as the campaign's entire thesis, a sincere thank-you delivered with sincerity itself. His understated, songwriter-first performance style keeps the branded premise from tipping into a corporate jingle.
