Hakuhodo Win Indonesia’s First D&AD Graphite Pencil for ‘Clever Cash’ Campaign

Hakuhodo Indonesia now holds the distinction of being the first Indonesian agency to win a Graphite Pencil at D&AD, the world’s most prestigious creative award show.

The Graphite Pencil was awarded in Experiential category to their work Clever Cash, for the organization Save Street Child Sidoarjo. The campaign focuses on feeing poor children and educated them at the same time.

Each Clever Cash note is printed with questions based on textbooks. The note with a completed answer can be used to buy food at the school canteen, as good as using real money, but in a fun and educating way. Clever Cash is a nationwide project. Organizations and companies can pledge their support on the website, download and print the Clever Cash notes for their own project use.


“We are happy and proud of Hakuhodo Indonesia for making the Clever Cash campaign a celebrated idea worldwide,” said Dwi Prasetyo, founder and General Coordinator of Save Street Child Sidoarjo. “Clever Cash is now open to the world through Clever Cash website. We welcome all organization or company to work with us, with the support of Hakuhodo Indonesia to localize Clever Cash notes and design according to each country.”

The organization believes that education is the key to tackling poverty in the next generation. Clever Cash is a simple and sustainable solution to this problem, especially young children in less fortunate families. The main objective is to sustain interest of study of these children, and also bringing as many of them as possible back to school.


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