Goodness starts from home this Ramadan says McDonald’s via Leo Burnett Indonesia
McDonald’s Indonesia wanted to be a source of warmth this Ramadan, especially when people will be spending yet another Ramadan under restrictions. Leo Burnett Indonesia partnered with Directors Think Tank to release a series of initiatives to help spread positivity.
Starting with the understanding that Ramadan communication always celebrated the values of togetherness and kindness but another key pillar of the festival which is forgiveness linked to a time of self-reflection is largely overlooked. This insight was used to deepen our connection with our consumers by apologizing for the year gone by, the birthdays missed, break fasting moments skipped, or just the everyday celebrations which McDonald’s was always a part of but couldn’t be in 2020. So “Sorry” from McDonald’s”, a heartfelt apology from us to our consumers for not being able to serve them well enough last year despite our best intentions but also a promise to keep trying to bring back the feel good times.
Following this Leo Burnett Indonesia and McDonald’s helped families recreate their Ramadan rituals at home. Breakfasting at McDonald’s is a highlight for families and especially something kids look forward too. Understanding that some families are yet hesitant to venture out, this campaign inspired them to create the warmth of those moments at home.
‘HomeD’, a film which showed how families get together to help recreate a moment for their child craving for this ritual. Being creative and collaborative, the family is able to create a makeshift McDonald’s surprise at home and continue their Ramadan celebrations at home. The thought being that the celebrations can continue when families are together.
Michael Hartono, Marketing Director, said: “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.”
Both videos have had significant engagement since 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
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
