JAKARTA, INDONESIA — In a ode to togetherness this Ramadam McDonald’s Indonesia, in collaboration with Leo Indonesia, presents a touching campaign that highlights the unbreakable bond of family over a locally-inspired limited time offering: Ayam McD Lengkuas with Sambal Bajak.
At the heart of the campaign is Satu Rasa, a phrase that carries a dual meaning in Bahasa Indonesia: “One Heart, One Taste.” This encapsulates the deep-seated Indonesian belief that the dining table is more than just a place for eating, it’s a sacred space where differences dissolve, laughter lingers, and love prevails.
The film introduces two mischievous yet lovable brothers. The older one tattles on his younger sibling for not completing his fast, while the younger retaliates with noisy antics and a sneaky attempt to steal his brother’s Ayam McD Lengkuas during Suhoor. As the day unfolds, so does their playful feud until the moment of Iftar, when the warmth of a Ramadan meal at McDonald’s bridges their differences. In an instant, the bickering fades, replaced by the simple, profound joy of sharing a meal together.
“In Indonesia, we believe that the dining table is a powerful symbol of unity, where differences dissolved and bonds strengthened,” said Caroline Kuriadjaja, Associate Director of Marcomm at McDonald’s Indonesia. “This Ramadan, we wanted to honor this tradition by offering a meal that not only tastes delicious but also brings families closer. Our new Ayam McD Lengkuas with Sambal Bajak are more than just food; they are a catalyst for creating sweet moments of connection.”
The film captures the moment when the aroma of Ayam McD Lengkuas and the spicy kick of Sambal Bajak draw loved ones together, transforming an ordinary evening into a memorable occasion. It highlights how McDonald’s Indonesia serves as a place where everyone can come together, regardless of their backgrounds, to share in the sweetness of life. McDonald’s Indonesia invites everyone to embrace the spirit of unity this Ramadan.
Credits
McDonald’s – Ayam McD Lengkuas dengan Sambal Bajak
Client: McDonald’s Indonesia
Director of Marcomms, CBI & Digital: Michael Hartono
Associate Director of Marketing: Caroline Kurniadjaja
Marketing Manager: Anastasia Walla
Assistant Marketing Manager: Widya Novianta
Marketing Executive: Ria Waraswati
Agency: Leo Burnett Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Executive Creative Director: William Mathovani
Business Director: Adnin Ardhias
Head of Planning: Nilakshi Medhi
Senior Copywriter: Oei Sonny
Senior Copywriter: Ray Satriaputra
Senior Art Director: Levina Christy
Group Account Director: Bhara Mariska Felder
Account Manager: Indah Perdana Kusuma
Assoc. Planning Director: Andreas Kennardi
Sr. Planning: Randi Rakasiwi
Junior Art Director: Muhammad Yusuf
Junior Art Director: Sarah Aghnia
Senior Project Manager: Vidiyanti Shariff
Production Lead: Anti Istianti
Senior Producer: Shabrina Nugroho
Production:
Production Company: ThinkTank Production
Director: Chevie Law
DoP: Gandang
Executive Producers: Intan Sham
Post Production: Tank3 Asia
Audio Post: Manna Inc
