Directors Think Tank whips up a bold Italian extravaganza for Leo Burnett Indonesia

For the new McDonald’s Taste of Italy campaign from Leo Burnett Indonesia, Directors Think Tank, working together with AOI-Asia, decided to try something unique and bold. 

The humorous story about two neighbours competing and trying to prove who was more Italian – despite having never been to Italy – was brought to life using a faux-documentary and interview style.

Directors Think Tank decided to pair Rajay SIngh and Dewi Yusup together as co-directors, which is surprising as both are well-known and notable directors in their own right. With a quirky script backed by supportive creatives from Leo Burnett Jakarta, SIngh and Yusup were able to develop an approach that was equally local and equally international in its execution. 

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“Rajay, Dewi and the team have managed to elevate the script from its original board by adding touches of quirkiness which brought more life into the film. The talent selection and talent direction actually sparkled magic to the film.” said Leo Burnett’s Creative Director on McDonald’s, Yogi Pradana.

“McDonald’s has a clear brand purpose where it understands people’s lives and the brand plays an important role in being part of it. With this idea of ‘For the true believers’, it was important to build that purpose in without being cliche in the execution. We wanted to tell life stories of extreme passion, and McDonald’s is there with them”.

SIngh agreed: “It’s always great to work with a team who allow the freedom to expand ideas, and the good people at Leo Burnett and on the McDonald’s clients side were very collaborative and supportive, allowing us room to produce a rich textured film. It’s always great when the agency, client, and production house are all on the same page.”

The aim of the spot is to create an enjoyable Italian romp, filled with pain-staking production design, without losing the nuances of the Indonesian language and talent direction, while capturing the taste of Italy on-screen.

Credits –

Music: Fuse (KL)