Thursday, September 29, 2022

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    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.”


    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

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