NICOLE S.

Overview:

As a copywriter, I relish projects that require me to step outside my comfort zone and embrace new cultures and perspectives. The McDonald's Singapore Ramadan Film was a particularly rewarding challenge, pushing me to not only understand but also deeply connect with a culture different from my own. It was an exploration of the universal language of "Sayang" and the powerful stories it can tell.

 

The Challenge:

Crafting an authentic Ramadan film was a unique challenge for me, as I had to fully immerse myself in a culture different from my own. The goal was to create a story that resonated deeply with the diverse population of Singapore and conveyed the profound importance of Ramadan. My journey began with immersing myself in the rich traditions and values of Ramadan, aiming to capture its essence authentically.

 

The Creative Vision:

Inspired by the tagline "Bulan Ramadan, Bulan Kasih Sayang" (The month of Ramadan is the month of love), we aimed to showcase how the word "Sayang" (love) had the same meaning and significance for people of different races and cultures in Singapore. In a stroke of creative genius, we decided to harness the power of a single word: "Sayang" - a Malay word that beautifully encapsulates love, affection, and endearment, transcending linguistic and cultural boundaries. Our vision was to create a film that told a profound story using only this word.

 

Execution:

Our film revolved around the life of a dedicated McDonald's frontline worker during Ramadan. It artfully portrayed the sacrifices she made, including missing "buka puasa" (break fast) dinners with her family, a deeply personal and relatable experience.

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What made this project truly remarkable was that the scenarios depicted were based on real-life experiences shared by Muslim staff members. These authentic stories infused the film with genuine emotions and relatability.

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The climax of the film was a heartwarming surprise orchestrated by the worker's understanding family. They decided to break fast together as a family at the McDonald's restaurant where she worked, uniting love, sacrifice, and the spirit of Ramadan.

 

Throughout the film, "Sayang" served as the only spoken word, but its meaning evolved with each context. It conveyed love for family, affection for colleagues, and the dedication to her job. The visuals and emotions surrounding this word painted a vivid picture of the sacrifices made by this incredible frontline worker.

 

Results:

The McDonald's Singapore Ramadan Film was a resounding success. It resonated deeply with the audience, breaking down cultural barriers and fostering a sense of unity. "Sayang" became more than just a word; it became a symbol of love, sacrifice, and shared values.

 

The film was widely shared and discussed on social media, touching the hearts of many. It was a testament to the power of storytelling and the ability of a single word to convey profound emotions.

 

Conclusion:

The McDonald's Singapore Ramadan Film was more than a project; it was an exploration of culture and a celebration of the universal emotions that connect us all. It showed me that, as a copywriter, I have the privilege to bridge cultures and bring people together through the art of storytelling. This project reaffirmed my belief in the universality of emotions and the power of empathy, authenticity, and creativity to create narratives that resonate with everyone. It was a testament to the beauty of "Sayang" and its ability to unite hearts in the spirit of love during Ramadan, showcasing the shared humanity that binds us all.