Directors Think Tank deliver for McDonald's Indonesia

McDonald’s Indonesia wanted to relaunch Indonesia’s favorite Rendang flavoured Burger on the eve of Independence Day. 

While launching it on its own wouldn’t be enough, Directors Think Tank 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.

Directors Think Tank found that the spices used in Rendang come from diverse parts of Indonesia and later become one. This triggered the idea of unity through flavours and Rendang. The campaign shows the divisions through cultural truths and then how a few key things brings the country together and unites it. 

With this campaign we aim to make the Burger Rendang iconic in Indonesia but also show how McDonald’s is Indonesia’s favourite QSR through local relevance.

“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” says Ravi Shanker, ECD, Leo Burnett Indonesia.

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"

“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.” Says Intan Sham, Executive Producer, Directors Think Tank.