The pandemic has increased the number of lonely elderly Indonesians drastically. While technology came to the rescue of many, the elderly found themselves further cut off from the world. According to The Central Bureau of Statistics, 9 out of 100 elderly Indonesians will find themselves spending another Ramadan alone.
As the world opens up, McDonald’s Indonesia wants to encourage people to build new connections with those who need it the most. The campaign, crafted by Leo Burnett Indonesia, urges people to give the elderly their time and company this Ramadan.
“The spirit of kindness and giving has always been at the center of Ramadan. McDonald’s new campaign nudges people to extend this kindness to the elderly,” said Michael Hartono, Marketing Director at McDonald’s Indonesia.
A series of initiatives from McDonald’s spotlights the elderly and looks at Ramadan through their eyes starting with a film, ‘Family Day Out’. The film captures the spirit of a family who proactively spends time with an elderly neighbor who is alone during Ramadan and makes him feel like family. The film also focuses on the loneliness many elderly Indonesians feel, especially during the festive season, and encourages fortunate families to gift their time to those who need it. The film captures the feel-good moment of being able to connect with someone outside the family.
In-store, to drive home the idea, McDonald’s has also introduced ‘The Golden Table’ – a table that prioritizes the elderly in all their outlets. Golden Vouchers are given to the oldest member on the table as a token of gratitude for choosing to breakfast at McDonald’s, offering them a free dessert or coffee.
The Golden Table is present at 226 outlets and is a way to encourage people to take their oldest members of their families or their neighbors out for some bonding time together.
In a unique initiative, McDonald’s is also converting their party space, traditionally used for kid’s parties, to celebrate the talent of the elderly. Through ‘The Golden Stage’, elderly Indonesians are given an opportunity to escape their loneliness and grab the attention of the world by performing. Featuring dance, music and other skills, we created content which is refreshing and feel good.
“Ramadan has always focused on the importance of family togetherness in a more conventional way. Understanding the power of McDonald’s as a brand that catalyzes feel-good moments, we decided to make it more inclusive and spotlight an audience which has been making Ramadan memorable for many generations, but due to covid, has become isolated in the last few years,” said Ravi Shanker, Chief Creative Officer at Publicis Groupe Indonesia.
The campaign has already started gaining traction both online and offline. The ‘Family Day Out’ film was shot with Rajay Singh from Think Tank. The ‘Golden Stage’ film was shot with Tyas Asko from Think Tank.
Credits – Family Day Out
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: Oliver Sarmiento
ACD: Netra Natarajan
Creative Group Head: Marcella Mutia
Creative: Jhon Charlie
Digital Acceleration Lead: Rohit Mallela
Graphic Designer: Rimto Adi
CSO: Shailesh Iyer
Planning Manager: Sakshi Sharma
CSD: Anne Aryanti
Account Team: Bilal Syahrir, Putri Mayasari, Fransisca Karo-Karo, Avianti Alisaputri
Agency Producer: Anti Istianti, Budi Lambot,
Project Manager: Maria Sinaga
Agency photographer/designer: Bumi Yurazly
Production House (Family Day Out): Directors Think Tank, KL
Exec Producer: Intan Sham
Director (Family Day Out): Rajay Singh
Co-Directors: Chevie Law, Yoon
Producer: Suraya Liza
Line Producer: Nowtiz Ong
Production Assistant: Arman Raqeem
DOP: Din Ismeth
Art Director: Stylo Milo [email protected] Nick Wong
Editor: Affandi Jamaluddin
Post: Tank 3
Audio: Anton (UK) and DTT Music
Food film director: Wei Peow
Credits – Golden Stage
Production House: Directors Think Tank, Indonesia
Exec Producer: Rani Rauf
Director (Golden Stage): Tyas Asko
Producer: Dea Yazidhan
Production Assistant: Wendra Nugraha
DOP: Wendy Aga
Art Director: Ari Mario Hediawan
Editor: Rama Sugeng
Audio Mixing: Yudhy Hari Purnomo