JAKARTA, INDONESIA – This Ramadan, McDonald’s Indonesia wanted to be a source of warmth, especially when people will be spending yet another Ramadan under restrictions. Leo Burnett Indonesia has come out with a series of initiatives to help spread positivity.
“Ramadhan 2021 is filled with hope yet laced with immense caution. McDonald’s over the past year has continued spreading optimism but we yet recognize that we are not out of the woods yet. We want to be a part of festival celebrations without appearing not to recognize our audience concerns.” said Michael Hartono, Marketing Director.
In McDonald’s new campaign, it’s central to understand that Ramadhan not only celebrates the values of togetherness and kindness, but also forgiveness. McDonald’s used this insight to deepen their connection with their consumers by apologizing for the year gone by – the birthdays missed, break fasting moments skipped, or just the everyday celebrations that McDonald’s had to miss because of the pandemic.
“Sorry” is a heartfelt apology from McDonald’s to their consumers for not being able to serve them well enough last year despite best intentions. The film also promises to keep trying to bring back the feel-good times.
Following this, McDonald’s helped families recreate their Ramadhan rituals at home – breakfasting at McD is a highlight that families, especially kids, look forward to.
Understanding that some families are yet hesitant to venture out, McDonald’s inspired was inspired to recreate the warmth of those precious moments at home.
HomeD shows how families get together to help recreate a moment for their child craving this ritual. Being creative and collaborative, the family is able to create a makeshift McDonald’s surprise at home to continue their Ramadhan celebrations. The thought is that the celebrations can continue when families are together.
Both videos have had significant engagement since the launch. The campaign is live from 12th April 2021 to the 30th May 2021 as a part of recognizing the month of Ramadan in Indonesia with their Ramadan special menu. The Home D TVC was shot with Rajay Singh of Think Tank Films.
CREDITS
Advertising Agency: Leo Burnett Indonesia
CEO: Sony Nichani
ECD: Ravi Shanker
ACD: Dafi Alfadila
Creative: Achmad Fauzi
Creative: Matahari Asysyakuur
Creative: Muchnizen Muchnizen
Chief Client Officer: Tengku Ferdi
Client Service Director: Anne Aryanti
Chief Strategy Officer: Shailesh Iyer
Planning Director: Donny Arifin
Planning Manager: Sakshi Sharma
Account Manager: Bayu Fachran
Agency Producer: Budiarto Lambot
Agency Producer: Jeffrey Kristanto
Bahasa line: Bilal Abdulrachman
PM: Widya Kusumawati, Maria Sinaga
Production House: Directors Think Tank
Exec Producer: Intan Sham
Film Director: Rajay Singh
Co-Director: Chevie Law
Producer: Suraya
Production Assistant: Mayday
DOP: Nicholas Chin
Art Director: Lai Kok Wei
Editor: Affandi Jamaludin
Post: DTT Post
Audio: TwoAm Music Global
