McDonald's - "The Untranslated Ad"

Leo Burnett Indonesia

Leo Burnett Indonesia Jakarta , Indonesia

Premi

1277

Marca: McDonald's
Paese: Indonesia

Cliente: McDonald's

Titolo	The Untranslated Ad
Agenzia	Leo Burnett Indonesia
Campagna	The Untranslated Ad
Cliente	McDonald's
Marca	McDonald's
Data di Prima Diffusione/Publicazione	2023 / 8
Settore	Ristoranti e Fast Food
Filosofia	A song called Nihon No Fureeba has topped Indonesia’s music charts and become the #1 search on Shazam. And here is a verse from the song’s lyrics: Soft bun, crispy nori, Yakiniku sauce and authentic taste McDonald’s Taste of Japan, What a uniquely awesome flavor. Hai, it’s a McDonald’s jingle. But how could an ad become the country’s favorite pop song? This cultural finding propelled Leo Burnett to create the song Nihon No Fureeba, collaborating with Indonesian-Japanese singer Ica Zahra. Ica released the song as her highly-anticipated Japanese single, without subtitles. Everyone loved the song without knowing that it was in fact an untranslated ad. Within one week, the music video was watched more than three million times. The song became the talk of radio, and hundreds of covers and TikTok dances were made. Then, Ica Zahra and McDonald’s made a shocking revelation. The lyrics were in fact promoting the relaunch of McDonald’s Taste of Japan burgers featuring crispy nori and Yakiniku sauce. Suddenly, everyone’s attention shifted to the burgers. The message: even though some might not understand McDonald’s onigiri-looking burgers (some even go so far as to call them ‘weird’), they'll love the taste anyway. Just like they love Japanese songs. With the launch of Nihon No Fureeba, people’s curiosity towards the burgers spiked so fast that first-week sales surpassed the past 3 years.
Tipo di Media	Case Study
Lunghezza	150 seconds
Advertising Manager	Michael Hartono
Advertising Manager	Caroline Kurniadjaja
Advertising Manager	Rio Hastowo
Advertising Manager	William Karmawan
Advertising Manager	Widya Noviantal
Chief Executive Officer (CEO)	Sony Nichani
Chief Creative Officer	Ravi Shanker
Regional Chief Creative Officer	Ajay Thrivikraman
Senior Creative Director	Dafi Alfadila
Associate Creative Director/Copywriter	Joshua Tjandra
General Manager	Yusdina Fibriyanti
Head Of Planning	Nilakshi Medhi
Senior Account Director	Margie Bangun
Planning Manager	Sakshi Sharma
Senior Art Director	Levina Christy
Art Director	Septian Listyanto
Senior Copywriter	Ayu Meutia
Junior AE	Cherisha Dewi
Graphic Designer	Sarah Aghnia
Graphic Designer	Bella Ferina
Senior Project Manager	Yuliani Sherlyta
Senior Producer	Anti Istianti
Head of Digital	Imran Quraishi
Social Media Associate Director	Timothy Laksmana
Social Media Team	Ni Wayan Desy
Social Media Team	Arini Rizki
Social Media Team	Sandra Adi
PR Executive	Chessa AT Thariq
Composer, Songwriter & Talent	Ica Zahra
Arranger	Tyas Pratama
Music Lyricist	Kaito Mori
Mixing & mastering	Stevano
Recording Studio	1207 Studio
Music video Director	Tomomi
Cameraman	Chiori Morioka
Producer	Mao Tsukamoto