JAKARTA, INDONESIA — Big Mac is the world’s most iconic burger, and the Double Big Mac, its biggest version yet, is coming to Indonesia. The team at creative agency Leo Burnett Indonesia saw this as an opportunity to highlight the feel-good communication that fast food brand McDonald’s is known for, and find a way of connecting with people through their hearts.
“The Big Mac is our most iconic product with fans all over the world who mark their signature celebration moments by relishing one. For the launch of Double Big Mac, we really wanted to dramatize the size, but in an unexpected manner, to excite our customers to revisit their favorite burger again,” said Michael Hartono, Director of Marcomms, CBI and Digital at McDonald’s Indonesia.
“The campaign comes from a simple human truth, which everyone could easily resonate with, especially in these fast times: if you enjoy doing something, you prefer to take your time because you don’t want it to end soon. Be it quality conversations with work buddies, a casual family hangout, or even a chance to glance at a good-looking person across the table, people are looking for ways to make these moments last longer,” said Ravi Shanker, Chief Creative Officer of Publicis Groupe Indonesia.
Double Big Mac is just that, a perfect excuse to enjoy your time some more, expressed through a universally relatable story about the anticipation of new love in this fast-paced world. By using the Double Big Mac as an analogy for savoring time and experiences, the campaign drives home the point that the Big Mac is not only satiating, but also adds a little bit more happiness to your life.
CREDITS:
Client: McDonald’s Indonesia
Director of Marcomm, CBI & Digital: Michael Hartono Associate Director of Marketing: Caroline Kurniadjaja Manager of Marketing: Rio Hastowo
Marketing Supervisor: Widya Novianta
Advertising Agency: Leo Burnett Indonesia CEO: Sony Nichani
CCO: Ravi Shanker
MD: Mudit Trivedi
CD: Dafi Alfadila
CGH(Copy writer): Joshua Tjandra
Sr. Art Director: Levina Christy
Ass. Account Director: Bayu Fachran
Sr Account Executive: Indah Perdana
Snr. AV Producer: Eva Karina
Production House: Directors Think Tank
Executive Producer(KL): Pat Singh
Executive Producer(JKT): Intan Sham
Director: Rajay Singh
Director (Co-director, Food): Maurice Noone Producer(JKT): Audri Ferainy Iswandari
Producer(KL): Gray Loi
DOP: Arif Muhammad
Art Director (film): Juan Cokro
AD (Film): Bona Ventura
PA: Icha & Prima
Wardrobe Stylist: Uthe
MUA: Tania Tandiono
Casting Director: Piepit
Food stylist: Puji
Post Production: Tank3 Asia
Executive Producer: Sivagamy Jeeva
Post Producer: Fakhrul Syakirin
Editor: Raja Affandi
Colorist: Katelynn Tan
Online Artist: Muhammad Nabil Bin Shahrizan Sham Music Composition & Sound Design: Pitch Audio+Magic
