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, says Leo Burnett Indoneia. 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.
The ad was directed by Think Tank’s duo of directors Rajay Singh and Maurice Noone.