McDonald’s Pays Homage To Missed Travels With Global Menu

Leonardo Rasaki

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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