Elki Hendria: Co-Founder & Chief Strategy & Digital Officer, Moonfolks
Moonfolks is an independent creative and digital agency from Indonesia, built on the belief that bold ideas and a purpose can move people and move businesses. We craft ideas that live in culture, garner attention, create impact, and spark action. Our philosophy is simple: Make Audacious Possible.
How did the idea for “Life Music” come about? What issue does the campaign seek to spotlight?
The idea started from a simple, universal moment; parents playing white noise to soothe their children, or adults using it to calm their minds. We asked ourselves: Why listen to artificial noise when the real heartbeat of Indonesia — our forests, oceans, and wildlife… is slowly fading?
The realization was powerful: If nature can restore us, we should help restore nature.
“Life Music” spotlights the importance of protecting Indonesia’s breathtaking biodiversity. By replacing white noise with real Indonesian nature recordings, we turned everyday moments of calm into a reminder of what we must preserve; before silence becomes our future soundtrack.
What creative techniques or tools were central to turning such an emotional idea into a tangible experience?
We began not with technology, but with listening to parents, to young people seeking tranquility, and most importantly… to nature.
From remote rainforests to coastal waves, we captured authentic soundscapes, carefully curated them, and transformed them into a calming Spotify playlist. By treating the sounds as music — not “noise” — we honored nature as the artist.The creative process was as emotional as it was technical, blending audio engineering, storytelling, and minimalist digital design to let the sound speak for itself.
How did you manage to integrate the artistic (musical) element of the campaign with the social objective, without losing authenticity?
We placed nature at the center; not as a background track, but as a performer.
There was no gimmick, no over-production. Just pure sound and pure purpose.
The playlist wasn’t presented as content from an organization… but as a gift from nature. That sincerity kept the artistic spirit and conservation mission aligned. The more people listened for peace, the more they naturally connected to the need to protect these sounds in real life.
What kind of response did you receive from the public and the communities involved in the campaign?
The response was heart-warming. Parents shared stories of their babies sleeping peacefully. Students played it while studying. People messaged us saying the sounds made them feel “home” and proud of Indonesia.
More importantly, people didn’t just listen; they engaged:
15,577 total streams, 4,754 monthly listeners, 200% increase in Spotify followers, 112% increase in new YKAN members, 611 playlist saves. Basically, every play became a vote for nature. Every follow, a new guardian of the environment.
How do you measure the success of a campaign like this: by its reach, the change it generates, or its emotional legacy?
For us, success is layered. Reach shows the interest. Emotion shows the meaning. And Change shows the commitment.
We are proud of the numbers, but even prouder of the quiet, personal moments this project created ; from babies falling asleep to listeners feeling peace on chaotic days. The true legacy is that we turned calm into conservation, and everyday listeners into nature supporters.
What did it mean for your agency to earn 3 trophies at Luum 2025 for the campaign “Life Music”? Optional *Send a video responding to this question for social media.
Winning at Luum was not just a milestone ; it was a reminder of why we do what we do.
This campaign was rooted in purpose, humanity, and Indonesian pride. To have it recognized globally is a celebration not only for our team, but for nature, for Indonesia, and for every person who pressed play and believed that small acts can create meaningful impact.
It fuels us to dream even bigger; to keep proving that creativity isn’t just for brands… it can protect the world we live in.