McDonald’s pays homage to missed travels with global menu
McDonald’s Indonesia has talked up the need to travel post-Covid 19 with the launch of its new menu ‘Taste of the World,’ which features burgers from different parts of the globe.
A witty campaign film titled ‘An Ode to Missed Travels’ shows those who have been unable to travel, either through work, injuries or weather. However, they can still taste the new burgers from around the world at McDonald’s. The campaign is created by Leo Burnett Indonesia and directed by Kiran Koshy of Directors Think Tank in Malaysia.
Michael Hartono, director of marcomms, CBI and digital, McDonald’s Indonesia, said: “‘Taste of the World’ has always been a great platform for McDonald’s and we always look for fresh, new ways to drive relevance. We are all observing how after two years, everyone really wants to experience the true flavors of the world by traveling – but for those of us stuck at home due to practical realities, we really wanted to establish that this delicious menu is available from the comfort of your home.”
Ravi Shanker, chief creative officer at Leo Burnett Indonesia, said: “This was the challenge posed to the team at Leo Burnett. A couple of brainstorms later, we stumbled upon an insight. Indonesians too were bitten by the travel bug. However, not everyone can travel because of financial constraints, work pressure, family commitments or climate change getting in the way. While traveling was a possibility in the future, right now many were missing out.”
Credits
Client: McDonald’s Indonesia
Director of marcomm, CBI and digital: Michael Hartono
Associate director of marketing: Caroline Kurniadjaja
Managers of marketing: Rio Hastowo and William Karmawan
Marketing supervisor: Widya Novianta
Advertising agency: Leo Burnett Indonesia
Chief executive officer: Sony Nichani
Chief creative officer: Ravi Shanker
Managing director: Mudit Trivedi
Senior creative director: Thomas Vito
Assistant creative director: Netra Natarajan
Senior artistic director: Patrick Van Diest
Creative: Asyifa Aufalida
Assistant account director: Bayu Fachran
Head of AV producer: Budiarto Lambot
Senior AV producer: Anti Istianti
Production company: Think Tank, Malaysia
Director: Kiran Koshy
DOP: Kenz Koh
Editor: Daz
EP: Pete Singh and Pat Singh
Line producer: Suraya Rezal
Production manager: Ain Nasir
Post producer: Sivagamy Jeevapragasam
Colorist: Katelyn Tan
Online: Sara
Post: Kyrin
Sound: Rodney Thomas
VO: Matt Bull
Production design: Rachel Chong