Leo Burnett Indonesia and Directors Think Tank release latest McDonald’s film celebrating Indonesian Independence day

Directors Think Tank (DTT) director Sling Ng has recently collaborated with Leo Burnett Indonesia to deliver this latest McDonald’s spot for Independence day.

McDonald’s Indonesia wanted to relaunch Indonesia’s favorite Rendang flavored Burger on the eve of Indonesian Independence Day. While launching it on its own wouldn’t be enough, DTT and Leo Burnett needed to anchor what it represents culturally. Indonesia is a diverse nation where the country is geographically divided. Every region speaks different languages/dialects and people have different opinions. Given all this diversity, it’s the love for flavours and food that unites them. They found that the spices used in Rendang come from diverse parts of Indonesia and later become one. This triggered the idea of unity through flavors and Rendang.

The campaign shows the divisions through cultural truths and then how a few key things brings the country together and unites it. The aim of the campaign was to make the Burger Rendang iconic in Indonesia but also show how McDonald’s is Indonesia’s favorite QSR through local relevance.

Ravi Shanker, ECD, Leo Burnett Indonesia, said: “It was fantastic working with Sling. We all knew we were working with hurdles like we can’t shoot due to lock down, use stock footages etc. But she came up with a brilliant treatment which inspired us to give the film a broadcast feel with superb design. And last minute she took the film to another level with music and sound design.”

Sling Ng, Director, Directors Think Tank says, “I‘m a big fan of shooting things live, capturing emotion and moments in camera. When we first received the brief from LB Indonesia, we were already into three months lockdown, and no filming were allowed. Having to work with only stock footages, we were forced to think on how to push creativity with the limitation and at the same time, adding into account the need of a certain level of realness in the film. That’s where we begin to look into works from local creator in Tik Tok, Instagram and YouTube to give us a genuine first hand footages that have the realness touch to the film.

“Our last challenge is to tie it all together in a style and we choose paper collage style to give the film a raw and organic touch. Thanks to our very supportive team as well as McDonald’s clients and agency, ultimately that made this one very enjoyable process”

Intan Sham, Executive Producer, Directors Think Tank, said: “We are truly honoured to be a part of yet another exciting project with Leo Burnett Indonesia and McDonald’s Indonesia. Putting the best team forward for this project, I believe we managed to demonstrate the feel of coming together as a nation to celebrate Indonesia’s Independence Day.”

Rodney Thomas, Sound Designer/Supervisor, Directors Think Tank Audio said: “This was the first project from the newly established Sound and Audio division at DTT. This was also a great collaboration with Sydney based composer Ben Rosen at Voodoo Hack. With the client from Indonesia, music from Australia and final mix with sound design in Malaysia, it really proves again that collaboration is the way forward.”

Ben Rosen, Composer, Voodoo Hack Australia, said: “We are delighted to have created our first music with DTT for McDonald’s Indonesia Independence Day film about bringing people together. Our track underscores the powerful images of Indonesia coming together to celebrate this great day. Working with Rodney and his sound team at DTT Audio was a very rewarding and smooth process.”

Stephen Douglas, Executive Director, Directors Think Tank, said: “Slings strong design background made all the difference to this very cool and inspiring project. During these ‘complex’ times, the collaboration worked like ‘Clock Work’! Hats off to everyone involved.”

VIEW THE FILM

Credits
Project – Independence Day/ Burger Rendang TVC
Client: McDonald’s Indonesia
Director of Marcomm, CBI & Digital: Michael Hartono
Associate Director of Marketing: Caroline Kurniadjaja
Manager of Marketing: Rio Hastowo

Advertising Agency: Leo Burnett Indonesia
CEO: Sony Nichani
ECD: Ravi Shanker
ACD: Doppy Prasetya
Sr. Art Director: Evans Massang
Copywriter: Amytha Dewi
Graphic Designers: Lulu Ramadhani, Rimto Adi
Client Service Director: Anne Aryanti
Sr. Account Manager: Bayu Fachran
CSO: Shailesh Iyer
Strategic Manager: Sakhsi Sharma
Agency Producer: Budiarto Lambot
Agency Producer: Zenia Joedo
Project Manager: Maria Sinaga

Production House: Directors Think Tank Indonesia
Director: Sling Ng
Executive Producer: Intan Sham
Producer: Don Wong
Production Assistant: Beverly Jeeth, Alexsis Carreon, Mayday
Editor: Boyd See

Post House: Tank3 Post
Post Production Producer: Sivagami
Online: Sara
Motion Graphic designer: Yuer Leong, Yun Wen, Zoe
Colour Grader: Katelyn
Sound Design and Mix: Rodney Thomas (Directors Think Tank Audio)
Music: Ben Rosen (Voodoo Hack)
Producer: Jess Bonney (Voodoo Hack)