Meaning of Creative Campaign in Arief Muhammad’s Billboards ‘Ready to be Number 1’ (Roland Barthes Semiotics Analysis)

Billboards are one of the outdoor promotional media used to convey information or notifications public, which usually by many legislative candidates carry out political campaigns. One viral billboards that was in spotlight 2020 because it looked like carrying a campaign, when Arief Muhammad's face surprisingly complete with words 'Ready Be Number 1' emblazoned on street corner located Bintaro, South Jakarta, interpreted public will plunge into world politics Indonesia. The purpose this study is focus how billboard can support marketing performance through creative campaign packaged guerilla strategy using Roland Barthes' semiotics, produce denotative, connotative, mythical meanings, along findings ideology capitalism and nationalism these billboards. results indicate all verbal nonverbal signs as form seriousness acquiring, promoting, making Prepp Studio number 1 men's fashion brand Indonesia, under his leadership Dimas Mairyan’s. researcher concludes tries take advantage momentum Regional Head Election so becomes stronger overtones