McDonald's Indonesia builds on everyday kindness in 'Sepenuhnya Indonesia' sequel

McDonald’s Indonesia is extending its brand storytelling platform “Sepenuhnya Indonesia” with the release of its second short film episode, sharpening its focus on everyday gestures as it marks 35 years in the market.

Launched on 17 April 2026, the new instalment shifts from the reflective tone of its first chapter into a more human-centric narrative, spotlighting small but meaningful interactions – from warm greetings to spontaneous acts of help – that underpin social cohesion in Indonesia. The approach reflects a deliberate move away from high-concept spectacle towards lived, relatable moments.

The first episode amassed more than 52 million views, while the second has already surpassed 8.6 million views. For the brand, the traction signals continued resonance in a theme rooted in simplicity.

Don't miss: McDonald's marks 35 years in Indonesia with 'Sepenuhnya Indonesia' short film

Positioned as part of its 35-year milestone, the campaign reframes longevity not as a retrospective, but as a shared journey with Indonesian society. Rather than introducing new narratives, McDonald’s Indonesia draws from values it argues have always existed within communities – togetherness, trust, and gotong royong – aligning these with its internal culture and service ethos.

“For us, 35 years is not just a number. It is a reflection of our dedication over more than three decades of being present at the dining tables of Indonesian families, in both significant moments and everyday life. We are very proud to continue growing and to be part of Indonesian society. ‘Sepenuhnya Indonesia’ is our expression of appreciation for the trust that has been given to us, by returning stories about values that are close to our daily lives and that continue to be part of our journey in Indonesia,” said Caroline Kurniadjaja, associate director of marketing at McDonald’s Indonesia.

Capturing, not constructing, reality

The production, directed by Dimas Djayadiningrat, involved more than 200 local crew and talents, and adopted an exploratory approach that prioritised authenticity over scripting. Rather than staging scenes, the team leaned into unscripted moments discovered during filming.

“Many of the most meaningful moments emerged organically on the ground. That’s where we realised that gotong royong is not just a concept or something we need to create for the camera, but something that truly lives in everyday life. Our task was simply to capture those moments honestly,” said Djayadiningrat.

This creative direction shaped not only the film’s narrative but also the performances, with actors drawing from lived experiences rather than conventional character construction.

A more personal lens on Indonesia

Actor Ario Bayu reprises his role in the second episode, bringing a more intimate interpretation shaped by his on-ground interactions during production. His experience included encounters that underscored the campaign’s inclusivity message, such as engaging with McDonald’s Indonesia’s deaf crew members.

“Throughout the process, this collaboration became very personal for me. It didn’t feel like acting – I truly experienced a side of Indonesia I’ve come to know through the kindness, sincerity, and warmth of the people around us, which we often take for granted. One of the most memorable moments was when I met McDonald’s Special Crew of deaf colleagues who use sign language to serve customers,” he said.

“In that moment, I not only saw a different way of communicating, but also felt a deep sense of sincerity and dedication. The experience made me appreciate even more how McDonald’s Indonesia creates an inclusive space and provides equal opportunities for people with special needs. I hope audiences feel the same warmth and see that it is these small acts of kindness that make Indonesia what it is.”

Both episodes of “Sepenuhnya Indonesia” are available on McDonald’s Indonesia’s official YouTube channel.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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