When you think about Indonesian food, McDonald’s doesn’t come to mind. But Leo Indonesia is making sure that the burger chain, that has been in the country for 35 years, has an established place in Indonesian food culture. A new film, The Boat, reminds Indonesians that McDonald’s proudly calls Indonesia home, embracing local flavours, tradition, culture, community – and above all, the nation’s deeply-rooted values – unity in diversity, sincerity, generosity, inclusivity, positivity and Gotong royong (communal cooperation). The very things that make Indonesia uniquely Indonesian but are often overlooked and taken for granted.

The Boat, directed by leading Indonesian movie director, Dimas Djayadiningrat, and starring popular Indonesian actor, Ario Bayu, launches McDonald’s Sepenuhnya Indonesia (Wholeheartedly Indonesia) year-long 35th anniversary campaign. Sepenuhnya Indonesia is already resonating deeply with audiences across the archipelago, with well over 10.5 million YouTube and streaming views to-date.

Conceptually, the boat encapsulates Indonesia’s timeless values – a single vehicle carrying families, workers, dreamers and strangers, who all share the same values as they journey through time and space. It is a metaphor for Indonesia and McDonald’s Indonesia’s shared journey to date – together, no matter what. The film celebrates the people of Indonesia, and the bigness of their hearts. It invites the entire nation to reflect on their shared identity and take pride in it, supporting each other.

“Instead of showcasing our achievements thus far, we wanted to pay tribute to the country we all truly love. And sincerely celebrate the real beauty of the Indonesian people. After all, beyond serving feel-good moments, McDonald’s Indonesia is deeply rooted in the heart of the nation. And we’re proud to be a part of the fabric of society, for 35 years and counting,” stated Caroline Kurniadjaja, associate director of marketing of McDonald’s Indonesia.

“When my team and I first spoke with McDonald’s Indonesia, they wanted to mark 35 years through a tribute to Indonesia that highlights the noble values found in everyday life. As I delved into the story, it felt very close and relevant to me. I interpreted Sepenuhnya Indonesia as a way of doing everything with heart – starting from good intentions, pursued with genuine effort, and resulting in goodness,” added Ario Bayu.

“I am really proud to be part of a project that was equally challenging and rewarding. We wanted to reveal and celebrate the deeply-rooted values that define us as Indonesians – but are often overlooked and taken for granted – through sincere, genuine storytelling that’s entertaining and inspiring without being pretentious,” commented, Dimas Djayadiningrat.

The sequel, titled Belong, will launch later this year. It will also portray the deeply-rooted Indonesian values that are an everyday sight at McDonald’s Indonesia’s 300+ stores and beyond, practised by its crew, neighbours and community.

Credits
Client: McDonald’s Indonesia
Director of Marcomms, CBI & Digital: Michael Hartono
Associate Director of Marketing: Caroline Kurniadjaja
Associate Director of Communications: Meta Rostiawati  

Creative Agency: Leo Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Creative Partner: William Mathovani
Associate Creative Director & Art Director: Prisma Maulana
Creative Group Head & Copywriter: Ray Satriaputra
Creatives: Nadia Yuliani, Achmad Fauzi, Clara Christiani, Samantha Sitompul
Graphic Designer: Rifqi Mahardika
Business Director: Adnin Ardhias
Associate Account Director: Cissy Pradyanti                                                            
CSO: Nilakshi Medhi
Associate Planning Director: Andreas Kennardi
Planning Manager: Randi Rakasiwi
Production Lead: Anti Istianti
Senior Producer: Shabrina Nugroho
Project Manager: Nithyananda Madewa
Brand Ambassador: Ario Bayu

Production Company: Imagen Pictures
Director: Dimas Djayadiningrat
DoP: Fahim Rauyan
Art Director: Patra Graha Satya
Executive Producers: Tining Natapraja, Rini Sibarani
Producers: Nicki Andrian, Dewi Karlina
Post Production: Mastermind Studio
⁠Offline Editors: Dimas Djayadiningrat & Dennis Alto Belli
Colourist: Tony Toelle 
Online Artist: Adi Azis
⁠Music: Matheus Guntur @ Bumblebee Studio
⁠Audio Recording & Mixing: Space Bar