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McDonald’s Gets to the Bottom of the Flat White Mystery in New McCafé Campaign by Leo Burnett London


Would-be coffee drinkers come up against the pretentious coffee market in Leo Burnett London’s new campaign for McDonald’s McCafé, introducing the latest addition to the menu – the Flat White.

Following on from McCafé’s successful brand relaunch last year, this new Flat White campaign is a continuation of the strategy of poking fun at the category. With a mission to demystify and democratise coffee for the masses, it highlights McDonald’s role in the market with its offer of ‘Great tasting coffee, simple’.

In the film, customers are seen in numerous coffee shops trying to get a sensible explanation as to what exactly a Flat White is – only to be met with condescending faces, impenetrable descriptions and nonsense explanations. We start to realise that, in reality, no one knows precisely what a Flat White is.

Finally a sensible definition comes – from a woman working behind the counter at a McDonald’s. ‘It’s like a stronger latte just with less milk,’ she cheerfully tells a customer, who is happy to get to the bottom of the mystery. The ad finishes with the voiceover saying ‘Now at McDonald’s’.

The campaign breaks on 12 February on television, backed by Facebook activity, out-of-home, radio, press, geo-texting and sales promotion vouchers.

Chaka Sobhani, Chief Creative Officer at Leo Burnett London, said: “People seem to have really resonated with our previous campaigns for McDonald’s no-nonsense coffee offering, so it made sense to continue with the same no-nonsense approach when it came to introducing the new Flat White. After all, you shouldn’t need to have a qualification in cocoa bean farming to enjoy a good simple cup of coffee!”

Michelle Graham-Clare, Senior Marketing Manager at McDonald’s, said: “Leo Burnett’s McCafé work has really struck a chord with our customers, who just want a good coffee without the fuss. While the ad is funny and will spark recognition among viewers, at the same time it gives customers confidence, and we see it as a great tool in introducing Flat Whites to our restaurants.”




Film Credits

Creative Agency Leo Burnett London
Chief Creative Officer Chaka Sobhani
Creative Director Peter Heyes
Creatives Gary Lathwell & Liane Dowling, Peter Heyes
Account Team Rosie Greaves (BAD), Jassmine Wixon (AD), Gracie Smith (AM) & Kate Aspinall (AE)
Planning Director Max Keane
Senior Planner Caitlin Morley
Planner Roisin Mulroney
Project Manager/Digital Producer Tim Wilks
Agency Producer Javré Dow

Director/Production Co Tony Barry/Knucklehead
Producer Sara Cummins/Knucklehead
Editor Sam Sneade/Speade

Post Production MPC

Sound Design Wave

DoP Martijn Van Broekhuizen

About Abdi

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Carlsberg Enlists Six Brits to Build the World’s First Waterfall-Powered Pub



In a world first, Carlsberg teams up with creative agency, Fold7, and production company, Armoury, to launch a waterfall-powered pub off the back of a new four-part documentary series, ‘Build the Danish Way’.

With this new piece of branded content, Carlsberg opts for a non-conventional approach to the reality TV format to reimagine the beloved British institution with a unique Danish twist. The brewery giant challenged six strangers to ditch their office desks for a once-in-a-lifetime adventure experiencing the Danish way of living. Camping out in the magical wilderness of Tintagel, North Cornwall, the cast of young professionals are tasked with building a waterfall-powered pub, from scratch, in just five days – despite having zero building experience between them. Throughout the week, the cast discover what it’s like to escape modern-day distractions as they swap their smartphones for hardhats and handsaws. The six individuals not only reconnect with nature but also uncover surprising truths as they overcome various challenges.



Carlsberg and Fold7 partnered with London-based production company, Armoury, to create four five-minute films that immerse viewers in the cast’s fascinating and wanderlust-inducing journey. Shot in the mythical forests of Tintagel during summer, the visually stunning films transport the audience to a narrative that is, refreshingly, worlds away from our fast-paced daily grind. Equally original is the intimate but non-invasive way the documentary series portrays the six Brits’ stories developing.

Creative Director at Armoury, Jack Laurance, comments: “We’re all familiar with the idea of ordinary strangers competing in challenges but we wanted to add a unique spin to the Carlsberg films - taking the reality TV format and subverting it to give the series more weight and sincerity. To achieve this, we shot the series cinematically, using anamorphic lenses. We also drew on slightly more surreal and whimsical elements. For example, for the big climax at the end of episode one where the cast come face to face with the build crew for the first time, we focussed on giving this encounter an almost otherworldly feel through the lack of dialogue, series of close-up shots, and the builders’ stylised wardrobe.”



“Similarly, we felt that the cast’s back stories deserved to be explored in a more nuanced and subtle way to the overly dramatic reality TV approach we’re so used to seeing. For example, there’s a moment where one of the guys opens up about experiencing loss – rather than magnifying it as a sob story, we decided to lens this quietly and tenderly in a style that was more in line with the campaign’s message.”

The cast of six was supervised by award-winning architect and Founder of New British Design, Ben Huggins. The carbon-neutral ‘Carlsberg Cabin’ pub is now available to rent on AirBnb.

Watch the entire 'Build the Danish Way' series.

About Armoury
Armoury Films is a Creative Production Company, formed in 2011. Between them, they have over 25 years experience working in branded content, advertising and feature films. An extended family of award winning creatives, directors and producers, Armoury makes films from scripts or from scratch working collaboratively with agencies and brands direct.

Credits
Advertiser: Carlsberg

Creative Agency: Fold7
Creative: Verity Messett
Creative Director: Ryan Newey
Agency Producer: Emily Rohan
Managing Partner: James Joyce
Senior Account Manager: Jono Craven
Account Manager: Jamie Craven
Titles Designer: Ben Gibbons
Art Department Designer: Ed Garland

Experiential Agency: Hyperactive
Executive Producer: Andrew Casher
Producer: Christine Cowin

Production Company: Armoury
Director: Jack Laurence
Producer: Matt Hichens
Production Manager: Billy Rowlinson
Production Co-ordinator: Katie Milner
Director of Photography: Jordan Buck
Camera Operator: James Rhodes
A Cam 1st AC: Alasdair Baines
Loader / 2nd AC / DIT: Josh Tilley
Camera Trainee: Maggie Stanczak
Camera Dept. Runner: Peter Davidson
Sound Recordist: Brendan Crehan
Sound Assistant: Marco Baldassarre
Runner: James Chatwin
Runner: Nat Willcocks
Drone Pilot: James Keith
Drone Op: Tom Hughes

Offline Editor: James Demetriou
Colourist: Tim Smith @ Electric Theatre Collective
Sound Design: Marcin Pawlik @ ENVY Advertising

Build Team
Ben Huggins
Hannah Huggins
Jon Wilcox
Miguel Fernandez
Toby Sharp
Fletcher Coney

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