Funky Lemmy
As LEMES’ debut single, Funky Lemmy needed to highlight the band’s youthful and playful energy. They also wanted to introduce their mascot, Lemmy.
Visual Assets by Tirta Hatmoko
All copyright belongs to LEMES Music.
The Strategy
Brand Storytelling and Copywriting
For Funky Lemmy, the marketing strategy focused on introducing Lemmy as more than just LEMES’ mascot, but as a laidback and outgoing persona audiences could connect with.
The copywriting leaned into youthful, conversational language to speak directly to LEMES’ main target audience of 18–25 year olds. By using a tone that felt casual, familiar, and culturally in tune, the campaign encouraged audience engagement while helping build Lemmy’s personality as part of LEMES’ wider creative world.
Beyond introducing Lemmy as LEMES’ mascot, the campaign also highlighted the people behind Funky Lemmy, from the makers to the team members who shaped the single.
By sharing behind-the-scenes moments alongside Lemmy’s playful appearances, the campaign made LEMES feel more personal, giving audiences a closer look at the band behind the music.
accumulated
31,000
views across videos
Lemmy show you a place…
A playful campaign introducing Lemmy as LEMES’ laidback mascot, the kind of character who somehow ends up everywhere — from holiday snaps to everyday moments
Through the campaign, Lemmy was framed as a character who could casually pop up anywhere, creating a playful way to share moments, locations, and behind-the-scenes content.
Viewers were invited to share moments from their vacation through Instagram Story Template that was released through LEMES’ Instagram.
