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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.”

PRODUCTION CREDITS

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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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.”

PRODUCTION CREDITS

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\

Read More »

Golden State Warriors Celebrate Legacy with Game Recognize Game Campaign


In the Golden State Warriors’ final season playing at Oracle Arena in Oakland, ‘Game Recognize Game’ is a dedicated campaign to recognize the famously loyal fans who’ve supported the Warriors across five decades of history. ‘Game Recognize Game’ celebrates the franchise’s legacy in Oakland through novel pairings of Warriors players -- old school and new -- that have given fans reasons to cheer for 47 seasons. The tagline also winks at local fans who recognize the 1993 Bay Area rap anthem of the same name.

Game Recognize Game is the first work for the Warriors by Duncan Channon to acknowledge fans as the franchise transitions from Oakland to San Francisco’s Chase Center in fall 2019.

The campaign debuts October 15 wrapping Oracle Arena in advance of the Warriors v. Thunder season opener -- with OOH appearing throughout the Bay Area. TV spots will air on CSN Bay Area and ABC. A second phase of OOH is planned that features actual Bay Area fans, and spotlights the diverse neighborhoods that make up Dub Nation. To complement the creative campaign, the Warriors will also host in-arena activations to help fans celebrate memorable moments across five decades of Dubs.

Five Decades of Dubs



"The 2018-19 Golden State Warriors could be one of the best squads to ever take the floor in the NBA, but the campaign reflects the idea that the defending champions know they were built on the backs of fifty years of Warrior teams running the floor in Oakland,” said Parker Channon, co-founder, Duncan Channon. “They know that before the Splash Brothers, there was run TMC. And Manute and Sleepy and Rick Barry back in ‘75. All supported by a fan base that’s never left their side.”

“The mutual respect between the Dubs and the fans is a big part of what resonates in the Game Recognize Game idea,” added Channon. “Seeing a Warriors super team built across generations feels like the ultimate gift to the fans, and a natural fit for a team that routinely acknowledges the work and history that precedes their accomplishments today.”

The Players that Built Dub Nation


“Bringing the Game Recognize Game idea to life visually using nearly 50 years of photography was a fun challenge,” said Jennifer Kellogg, design director, Duncan Channon. “We were intentional about treating the photography to make players from different decades feel like they’re in the same world, on the same court. And, The Game Recognize Game type reflects off of itself to convey this sense of appreciation and interaction between the generations of players and fans.”

Credits: Game Recognize Game

Client: Golden State Warriors
Agency: Duncan Channon
Creative director: Parker Channon
Creative director: Michael Lemme
Design director: Jennifer Kellogg
Senior designer: Shannon Burns
Senior designer: Alexandra Camacho
Senior copywriter: Andy Whalen
Copywriter: Brandon Sugarman
Senior art director: Adam Zash
Studio designer: Scott Whipple
Senior broadcast producer: Keenan Hemje
Senior digital producer: Eric Kozak
Senior art buyer/print producer: Diana Courcier
Associate producer: Emily Sarale
Senior strategist: Brandon Sugarman
Account director: Nick Gustafson
Account manager: August Fischer
Senior project manager: Rosheila Robles
Director of communications planning: Leslie Diard
Communications planning supervisor: Kurt Garvey

Video Production
Editor: Kevin Bagley
Post production: Matt Trivan
Animation: Charlie Hong
Music: Songs for Film and T.V.
Audio mix and sound design: One Union
Image composition and retouching: DMAX Imaging

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