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McDonald’s Reflective Billboard Advertising

The idea: McDonald’s wanted to target people looking for a late night snack. So we made an ad that could only be seen at night. On a billboard, we wrote “open all night” in reflective tape. By day, the board appeared white, with no message visible at all. At night, car headlights hit the billboard, and revealed the message. Credits: Title: McDonald’s Reflective Billboard Client: McDonald’s Canada Agency: Cossette Vancouver Creative Director: Rob Sweetman, Bryan Collins Art Director: Addie Gillespie, Mia Thomsett Copywriter: Addie Gillespie, Mia Thomsett Producer: April Haffenden

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McDonald’s brings back Great Tastes of the World menu with campaign by Leo Burnett London

McDonald’s Great Tastes of the World Campaign by Leo Burnett London from Adstasher on Vimeo.

McDonald’s is backing the return of its Great Tastes of the World menu with an extensive new ad campaign created by Leo Burnett London.

In the new television spot, a group of Brits clad in summer walking gear are preparing to scale a verdant mountain in the Swiss Alps. Before they can, however, the weather closes in and they are left shivering in an ice cave.

The voiceover says ‘Sometimes a taste is all you need’ – the strapline associated with McDonald’s Great Tastes of the World. We then see a close-up shot of the McDonald’s rich and creamy Swiss stack looking delicious with its smoky bacon and emmental cheese sauce.

The ad follows a spot promoting the French-inspired burger in which Lycra-clad Brits attempting - and failing - to tackle the Pyrenees on their high-end racing bikes are cheerily passed by a local Frenchman effortlessly scaling the hill on his traditional push bike.

Two further television ads will follow promoting Brazil and Jamaica-inspired menu items, along with radio spots, social activity, press, digital and out-of-home advertising. In each, a similar theme is followed with holiday optimism quickly turning out to be misplaced.

Each country-themed burst runs for two weeks, making eight weeks in total for the campaign. The Switzerland ad breaks on October 10.

Michelle Graham-Clare, McDonald’s Head of Marketing, Food and Beverages, said: “With Great Tastes of the World comes the opportunity to give our customers a taste of adventure, and following on from last year, this suite of ads does exactly that! We’re encouraging our customers to try something a little bit different, with four tasty burgers all inspired by countries from around the world.

Pete Heyes, Creative Director at Leo Burnett London, said: “It’s great to continue this platform through into year two. And this year, it’s just that bit bigger and funnier. Scorching British summers aside, it may well be worth considering a staycation and a McDonald’s.”


Agency Leo Burnett London
CCO Chaka Sobhani
Creative Director Pete Heyes
Creatives James Millers & Andrew Long
Account Team BAD Bethany Watts, SAM Steph Bates, AM Gracie Smith & AE Laura Taylor
Project Manager/Digital Producer Tim Wilks & Maisie Shelbourne
Agency Producer Bruce Macrae
Director/ Production Co Guy Manwaring, Sonny
Producer Fraser Lawson
Editor Saam Hodivala at Work
Post Production Moving Picture Company
Sound Studio Wave
DoP Alex Melman
Media OMD\

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