McDonald’s Indonesia has launched a new campaign to promote its new line of Italian-inspired burgers. Called “Taste of Italy”, the campaign spot show two Indonesian neighbours with an obsessive rivalry over their love for the European country. The spot was conceptualised by Leo Burnett Indonesia, together with Directors Think Tank, working together with AOI-Asia, according to a press statement.
Shot in a faux-documentary and interview style, the video follows the humorous story of the two neighbours competing and trying to prove who was more Italian – despite both never having been to Italy. This ranges from having their houses and clothing plaster in the Italian flag colours, to having random Italianesque statues situated within their homes and in their backyards.
The spot was directed by Directors Think Tank’s Rajay Singh and Dewi Yusup as co-directors, and aimed to have an approach which was equally local and international in its execution. Since its launch on Facebook, the spot garnered over 192,000 views, 2,600 reactions and 100 shares at the time of writing.
“McDonald’s has a clear brand purpose where it understands people’s lives and the brand plays an important role in being part of it. With this idea of ‘For the true believers’, it was important to build that purpose in without being cliche in the execution. We wanted to tell life stories of extreme passion, and McDonald’s is there with them,” Yogi Pradana, Leo Burnett’s creative director on McDonald’s, said.
“It’s always great to work with a team who allow the freedom to expand ideas, and the good people at Leo Burnett and on the McDonald’s clients side were very collaborative and supportive, allowing us room to produce a rich textured film,” Singh added.
Agency: Leo Burnett (Indonesia)
CEO: Brian Capel
Senior copy writer: Singgih Nugroho
Art director: Jonathan Eka
Senior broadcast director: Eva Ayu Karina
Executive client service: Wirmandi Sugriat
Client service director: Alfiya Rahmani
Account director: Bhara Felder
Senior account executive: Andhika Hakim
Production company: Directors Think Tank
Director: Rajay Singh
Co-Director: Dewi Yusup
Executive producer/producer: Era Rahman
DOP: Gunnar Nimpuno (Unay)
Post Production: VHQ (KL)
Music: Fuse (KL)