Jakarta, 12 September 2025 — Deputy Minister of Creative Economy Irene Umar applauded the Thunder Truck 2025 campaign, initiated by NeverTooLavish (NTL) in collaboration with Simpati. Supported by the Ministry of Creative Economy, the campaign transforms trucks into moving canvases carrying the message “Drive with Courtesy”, blending street art with social advocacy for the younger generation.
Wakil Menteri Ekonomi Kreatif, Irene Umar, menghadiri peluncuran kampanye Thunder Truck 2025 di NeverTooLavish Artcade, Jakarta, Jumat (12/09/2025).
“Thunder Truck demonstrates extraordinary innovation: turning trucks into mobile masterpieces that are not only visually captivating but also carry important social messages. Art is not just about aesthetics—it’s about raising awareness and setting examples in public spaces,” said Deputy Minister of Creative Economy Irene at the Thunder Truck 2025 launch at NeverTooLavish Artcade, West Jakarta, Friday, 12 September 2025.
Deputy Minister of Creative Economy Irene emphasized that art is the soul of the creative economy, capable of appearing in public spaces and delivering real impact to society. The Thunder Truck campaign involves local artists and creative communities collaborating with the Simpati brand.
According to Deputy Minister of Creative Economy Irene, this initiative is a tangible implementation of Asta Ekraf principles, particularly Ekraf Synergy (cross-sector and community collaboration) and Ekraf Talent (enhancing the capacity of young talent in the creative economy). Beyond being an art campaign, the program is expected to expand to other cities in Indonesia, involve more artists, and reach thousands of citizens.
“I hope this movement does not stop here, but continues to 15 other cities as an inspiration that through creativity, we can deliver positive messages while beautifying our urban spaces,” added Deputy Minister of Creative Economy Irene.
Doc. Communication Bureau of Ministry of Creative Economy/Creative Economy Agency.
NeverTooLavish founder Bernhard Suryaningrat expressed his gratitude for the Ministry of Creative Economy support.
“This collaboration proves that street art has great potential to grow. With support from the government and brands, local artists can elevate their work while creating positive social impact,” he said.
The Ministry of Creative Economy reaffirmed its commitment to support cross-sector collaboration that enhances the capacity of creative actors, expands markets, and strengthens national identity.
“The creative economy is a boundless platform. From music and visual arts to street art, all contribute meaningfully. This is what makes the creative economy the new engine of growth toward Indonesia Emas 2045,” concluded Deputy Minister of Creative Economy Irene.
Kiagoos Irvan Faisal
Acting Head of Bureau of Communication
Ministry of Creative Economy / Creative Economy Agency
