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Oatmeal Crisp – Evolution of One Upmanship



Whether it’s the invention of the wheel, one upping each other in the ring, or on the golf course, guys are all about One Upmanship – even when it comes to what they put in their cereal bowl. Oatmeal Crisp's evolutionary 'One Upmanship' story is brought to life by ad agency Cossette, Toronto through a beautifully rendered combination of 2D, stop motion and computer animation in this commercial entitled Evolution of One Upmanship.

Creative Credits:
Client: General Mills Canada
Agency: Cossette, Toronto
Production: Bent Image Lab
Country: Canada
Campaign file: Download campaign file
Director: Solomon Burbridge
Creative Director: Sean Barlow
Copywriter: paul riss
Producer: Paul Diener
Agency Producer: Heather Moshian
Stephen Grossman Production Coordinator
Brent Heise Editor
Cameron Carson Compositor
Stef Kofman Lead CG TD
Kaden Cook Modeler
Josh Cox Look Develop CG Artist
Greg Fosmire Art Director
Damien Lopez Storyboard Artist
Danny Popovici Storyboard Artist
Dave Manuel Illustrator
Brett Superstar Set Fabricator
Maryanna Haggatt Character Designer
Jennifer Kincade Concept Artist
Sam Niemann Animation Director
Christine Beard Asst Animator
Danny Ricco Asst Animator
Cassandra Worthington Animator
Joshua Pearce Set Fabricator
Marty Easterday Set Animator & Fabricator
Jim Birkett Director of Photography
Rodrigo Melgarejo Asst Camera
Matthew Lask Production Assistant

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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

One comment

  1. I like what you guys are up too. This kind
    of clever work and reporting! Keep up the very good works guys I’ve added you guys to my blogroll.

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