Leo Burnett Kreasindo picked up a 360 Lotus for a McDonald’s campaign that helped the fast-food chain promote its offers during the fasting month of Ramadhan.
The campaign sought to negotiate the cultural sensitivities surrounding Islam's holy month in Indonesia, the world's most populous Muslim country.
In Indonesia, during Ramadhan from dusk until dawn, all restaurants, food outlets and hawker stalls must cover their windows to avoid tempting Muslim passers-by who are fasting.
McDonald’s still needed to promote its offers of good food for Muslims to breakfast with, but were aware its visuals would be too enticing and tempting.
The campaign was literally 'covered' through the line, from TVC, in-store menu translites and even the famous golden arch phylon. The TVC and menus translites showed wrapped-up food and the phylon was covered during fasting times, and then everything was uncovered as a sign of break fasting time.
Brian Capel, executive creative director, Leo Burnett Kreasindo, said,” It is an honour to receive a 360 Lotus for McDonald’s. The campaign gave us an opportunity to demonstrate great understanding of human behaviour and weaved the brand into the culture via a fresh new way. An act that connects people in the right place at the right time and for this act to be recognised by the creative community, we at Leo Burnett Kreasindo have this to say ‘I’m lovin’ it’.”
Said Jarek Ziebinski, president, Leo Burnett & Arc Asia Pacific, “I am especially proud of the 360 Lotus win for McDonald’s by our Jakarta team which represents the first ever 360 Lotus won by an agency from Indonesia.”
Ziebinski also praised Leo Burnett Tokyo’s continued strong performance with wins including the Innova Lotus for Nike. Leo Burnett Asia Pacific picked up 35 awards at Adfest 2011, including the 360 Lotus and Innova Lotus, 2 golds, 12 silvers, 18 bronzes. 26 pieces of work were also awarded finalists’ status at the same awards show.
Credits:
Campaign Wrapped
Client McDonald's
Creative agency Leo Burnett Kreasindo (Jakarta)
Executive creative director Brian Charles Capel
Creative director Glenn Alexander
Associate creative director Leonardus Bramantya
Art director Yogi Pradana
Copywriter Renaldi Arief
Producers Budiarto/ Eva Karina
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