McDonald’s Indonesia and Leo Burnett Indonesia have launched a thrilling new campaign that creatively addresses the annoyance of loose change. This campaign, featuring dramatic scenes reminiscent of blockbuster films, emphasizes the value of small amounts of money by promoting McDonald’s Menu Receh, a selection of budget-friendly items starting at just Rp 5,000 (USD $0.30).
In each scene, characters struggle with the distraction of loose change—coins spill, jangle, and create tension, illustrating the campaign’s core message: “Get Rid of It” by using your spare change for something enjoyable.
Ravi Shanker, Chief Creative Officer of Leo Burnett Indonesia, explains, “By recreating intense movie moments, we highlight how even small amounts of money can lead to great experiences. This resonates with Gen Z, who often overlook their spare change despite its potential value.”
Despite the rise in digital transactions, cash remains prevalent in Indonesia. Leo Burnett Indonesia’s campaign cleverly turns the perceived inconvenience of loose change into a symbol of McDonald’s affordability, aiming to drive more visits by showing that small amounts can yield significant value.
Michael Hartono, Marketing Director at McDonald’s Indonesia, adds, “In today’s economic climate, value is more important than ever. Our campaign transforms the concept of ‘loose change’ from a nuisance into a representation of affordability and enjoyment, aligning with our goal to provide value and fun at McDonald’s.”
Credits
Client: McDonald’s Indonesia
Director of Marcomms, CBI & Digital: Michael Hartono
Associate Director of Marketing: Caroline Kurniadjaja
Marketing Manager: William Karmawan
Assistant Marketing Manager: Allan Aji
Agency: Leo Burnett Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Creative Director: Amanda Sinta
Business Director: Adnin Ardhias
Assoc Account Director: Syah Mohammad Ramadhan
Account Executive: Cherisha Dewi Kiani
Head of Planning: Nilakshi Medhi
Planning Manager: Sakshi Sharma
Sr. Planning: Randi Rakasiwi
Senior Copywriter: Oei Sonny
Senior Art Director: Levina Christy
Junior Art Director: Muhammad Yusuf
Senior Project Manager: Vidiyanti Shariff
Senior Producer: Eva Ayu Karina
Production Company: Brava Production
Director: Dimaz Muktiarto
DoP: Deska Binarso
Executive Producers: Jamal B. & Jo Rivai
Post Production: ABOVE Space
Audio Post: Spacebar Audio Production