From Adik to Abang – The Role Reversal That Rebuilt McDonald’s Brand Love

10. Craft Kancils [10.1b Film Direction: Campaign]

creative assets

case board

case film

creative assets

Links:

https://www.instagram.com/stories/highlights/18073125836082472/

Product/Service:

Fries, McD App

Client:

McDonald's Malaysia

Brief:

CHALLENGE After two years of boycott, McDonald's Malaysia wasn't just rebuilding sales - it was rebuilding trust. The brand needed to reconnect with Malaysians emotionally, not through ads or offers, but through something that felt real, human, and cinematic.

Solution:

IDEA A familiar place. A quiet story. Seven Reel chapters to bring back a long-forgotten smile. FILM DIRECTION / EXECUTION Senyuman is a micro-film capturing the reunion of two estranged brothers through moments of silence, memory, and warmth. The brilliance lay in casting and craft working in harmony. We casted Jack Tan, best known for playing the younger brother - in the award-winning Malaysian film Abang Adik (2023). In Senyuman, he returns as the elder brother. In Abang Adik, his character once said, “If there’s a next life, I want to be the elder brother so I can take care of you.” In Senyuman, that wish comes true. The role reversal became a storytelling device; the brother who once needed saving now becomes the one who saves, offering the closure audiences never got in Abang Adik. With intimate cinematography, grounded sound, unhurried pacing, this was a film that didn’t sell, but stayed; quietly powerful, deeply human, and beautifully told.

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