Big Mac is the world’s most iconic burger and the Double Big Mac — its biggest version yet — was coming to Indonesia. The team at Leo Burnett Indonesia saw this as an opportunity to highlight the feel-good communication that McDonald’s is known for and find a way of connecting with people through their hearts.
“The Big Mac is our most iconic product and has fans all over the world, who mark their signature celebration moments by relishing one. For the launch of Double Big Mac, we really wanted to dramatize the size, but in an unexpected manner, to excite our customers to re-visit their favourite burger again,” said Michael Hartono, Director of Marcomms, CBI and digital at McDonald’s Indonesia.
“The campaign comes from a simple human truth, which everyone could easily resonate with, especially in these fast times: if you enjoy doing something, you prefer to take your time because you don’t want it to end soon. Be it quality conversations with work buddies, a casual family hangout, or even a chance to glance at a good-looking person across the table, people are looking for ways to make these moments last longer,” said Ravi Shanker, Chief Creative Officer, Publicis Groupe Indonesia.
Double Big Mac is just that, a perfect excuse to enjoy your time some more, expressed through a universally relatable story about the anticipation of new love in this fast-paced world. By using the Double Big Mac as an analogy for savoring time and experiences, the campaign drives home the point that the Big Mac is not only satiating but also adds a little bit more happiness to your life.
Moments Last Longer is directed by Think Tank’s duo directors Rajay Singh and Maurice Noone.
This professional campaign titled 'Moments Last Longer ' was published in Indonesia in October, 2022. It was created for the brand: McDonald's, by ad agencies: Leo Burnett and Leo Burnett Indonesia. This Film medium campaign is related to the Food industry and contains 4 media assets. It was submitted 4 months ago by Creative PR: Barbara Messer of Publicis Groupe.
Client: McDonald’s Indonesia
Director of Marcomm, CBI & Digital: Michael Hartono
Associate Director of Marketing: Caroline Kurniadjaja
Manager of Marketing: Rio Hastowo
Marketing Supervisor: Widya Novianta
Advertising Agency: Leo Burnett Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
MD: Mudit Trivedi
CD: Dafi Alfadila
CGH(Copy writer): Joshua Tjandra
Sr. Art Director: Levina Christy
Ass. Account Director: Bayu Fachran
Sr Account Executive: Indah Perdana
Snr. AV Producer: Eva Karina
Production House: Directors Think Tank
Production: Directors Think Tank
Executive Producer(KL): Pat Singh
Executive Producer(JKT): Intan Sham
Director: Rajay Singh
Director (Co-director, Food): Maurice Noone
Producer(JKT): Audri Ferainy Iswandari
Producer(KL): Gray Loi
DOP: Arif Muhammad
Art Director (film): Juan Cokro
AD (Film): Bona Ventura
PA: Icha & Prima
Wardrobe Stylist: Uthe
MUA: Tania Tandiono
Casting Director: Piepit
Post Production: Tank3 Asia
Executive Producer: Sivagamy Jeeva
Post Producer: Fakhrul Syakirin
Editor: Raja Affandi
Colourist: Katelynn Tan
Online Artist : Muhammad Nabil Bin Shahrizan Sham
Music Composition & Sound Design: Pitch Audio+Magic