Jakarta, 4 May 2021 — Maverick Indonesia has once again proven its leadership in strategic communication. The firm’s General Manager Marsha Imaniara and Senior Associate Aliya Alifadrianti won the Cannes Young Lions Competition 2021 in the Public Relations (PR) category.
The duo secured the award after being selected as one of the top five finalists, with the final announcement made virtually on Friday, 30 April 2021.
About the Competition
The Cannes Young Lions Competition is an annual global event organized by Cannes Lions, the world’s largest gathering for the creative and communications industry.
It celebrates professionals under 30 years old working in advertising, communications, and related creative fields. Beyond Public Relations, the competition also features categories such as Media and Digital.
The contest challenges young PR professionals to showcase purpose-driven communication strategies that combine creativity, data, and measurable impact.
Maverick Indonesia’s Winning Campaign: “Gol-in Pakai Masker”
Maverick Indonesia’s winning idea, titled “Gol-in Pakai Masker”, was designed to help a nonprofit organization promote mask-wearing behavior among low-income communities during the COVID-19 pandemic.
Inspired by Indonesia’s deep passion for football, the campaign linked mask usage—often perceived as uncomfortable—with an engaging opportunity: helping fans score extra goals for their favorite Liga 1 Indonesia football teams through User Generated Content (UGC).
At the end of the season, teams and supporters with the highest cumulative “mask points” would receive the honorary title of “Pahlawan Masker” (Mask Heroes) from Indonesia’s Minister of Youth and Sports or even the President of the Republic of Indonesia.
To remind the public of the pandemic’s seriousness, team photos before matches were replaced with a one-minute kneeling tribute honoring frontline healthcare workers. These inspiring stories were amplified through earned media and digital communication materials.
“We wanted to create a campaign that not only educated but also united people through a common passion — football. By turning social behavior into a shared achievement, we encouraged communities to protect one another,” said Marsha Imaniara, General Manager at Maverick Indonesia.
Data-Driven and Purpose-Led Strategy
Marsha and Aliya validated their campaign concept using insights from Global Web Index and structured their approach using Maverick’s OASIS Framework, which includes:
Objective – defining clear goals,
Audience – identifying target groups,
Strategy – designing the communication path,
Implementation – executing creative tactics,
Scoring – measuring and evaluating impact.
“The football-based approach was the right strategy because Liga 1 has a massive following, particularly among our target audience. We combined data with cultural insight to ensure both engagement and impact,” added Marsha.
Statements from the Team
Following the win, Maverick Indonesia will advance to the global round of the Cannes Young Lions Competition 2021. Marsha and Aliya will receive mentorship sessions from the competition organizers before representing Indonesia in the Public Relations global final on 26 May 2021.
“Maverick Indonesia fully supports Marsha and Aliya’s participation in this competition. Their journey sets a new benchmark for young PR practitioners in building strategic, purpose-driven communication with wide-ranging impact,” said Lita Soenardi, Partner at Maverick Indonesia.
“We believe Marsha and Aliya embody the new generation of Indonesian PR professionals ready to compete globally,” she added.
About Maverick Indonesia
Maverick Indonesia is a strategic communication consultancy driven by purpose and analytics in both corporate and marketing communication. The firm also specializes in crisis management and reputation strategy.
Founded in 2002, Maverick has handled communication strategies for major blue-chip companies including Airbus, Asia Pulp & Paper (APP) Sinar Mas, Danone-AQUA, Spotify, WhatsApp, and Xiaomi.
Over the past decade, the consultancy has built long-standing relationships with communities, opinion leaders, and stakeholders through initiatives such as:
PechaKucha Night Jakarta
Catalyst
MaVoice
The Recruit
Comms Club
“Our purpose is to create communication that inspires action and generates positive change — for businesses and society alike,” concludes Maverick’s leadership team.
Conclusion
Maverick Indonesia’s victory at the Cannes Young Lions Competition 2021 not only highlights the firm’s creative and strategic excellence, but also marks a milestone for young Indonesian PR professionals on the global stage.
By combining data-driven insights, cultural relevance, and purpose-based storytelling, Maverick Indonesia continues to raise the standard of strategic communication both in Indonesia and internationally.
