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.
Leo Burnett and McDonald’s wants to change Ramadan for the elderly, encouraging people to build new connections with those who need it most. The partners have created three initiatives in their Ramadan campaign. One is a story urging people to reach out to the elderly near them; the second is an in-store reward for the elderly (and those accompanying them); the thris is an in-restaurant performance that allows the elderly access to other people. All have the heart-tugging attribute that characterises the Leo Burnett-McDonald’s relationship.
“The spirit of kindness and giving has always been at the centre of Ramadan. McDonald’s new campaign nudges people to extend this kindness to the elderly,” stated Michael Hartono, marketing director at McDonald’s Indonesia.
The Ramadan commercial, Family Day Out, captures the spirit of a family who proactively spends time with an elderly neighbour who is alone during Ramadan and makes him feel like family. The film also focuses on the loneliness many elderly Indonesians feel, especially during festive seasons, and encourages fortunate families to gift their time to those who need it.
The initiative, The Golden Table, is a table in all McDonald’s restaurants in Indonesia that prioritises the elderly. 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 neighbours out for some bonding time together.
The third part of the Ramadan campaign is an initiative that converts McDonald’s party spaces, traditionally used for kid’s parties, into stages to show off 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.
“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,” stated Ravi Shanker, chief creative officer at Publicis Groupe Indonesia.
The campaign has already started gaining traction both online and offline.
Credits:
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
CCO: Ravi Shanker
Creative Director: Oliver Sarmiento
Associate Creative Director: Netra Natarajan
Creative Group Head: Marcella Mutia
Creative: Jhon Charlie
Graphic Designer: Rimto Adi
CEO: Sony Nichani
Managing Director: Mudit Trivedi
Chief Strategy Officer: Shailesh Iyer
Planning Manager: Sakshi Sharma
Client Service Director: 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): Think Tank Kuala Lumpur
Director: Rajay Singh
Executive Producer: Intan Sham
Director: 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 Studios@ Nick Wong
Editor: Affandi Jamaluddin
Post: Tank 3
Audio: Anton (UK) & DTT Music
Food film director: Wei Peow
Production House (Golden Stage): Think Tank
Director: Tyas Asko
Executive Producer: Rani Rauf
Director: Tyas Asko
Producer: Dea Yazidhan
Production Assistant: Wendra Nugraha
DOP: Wendy Aga
Art Director: Ari Mario Hediawan
Editor: Rama Sugeng
Post: Wondermaker
Audio Mixing: Yudhy Hari Purnom
