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Tag Archives: mcdonalds

McDonald’s Canada Launches Innovative Campaign to Hire Friends Together


McDonald’s Canada and Cossette have launched “Friends Wanted”, a 360° campaign that leverages the insight that youth are more likely to apply for jobs if it means working with friends. Interested friends are encouraged to apply together, get hired together and work together.

“One of the key benefits of working at a McDonald’s restaurant is the camaraderie among crew members,” says Antoinette Benoit, Chief Marketing Officer, McDonald’s Canada. “With this campaign, we are celebrating the spirit of friendship while continuing to build on and express our ongoing belief in Canadian youth.”

The campaign aims to differentiate McDonald’s in a crowded youth employment market, drive applications and boost McDonald’s reputation for being a fun, accessible place to work.

Following the March 27th Snapplications one-day virtual hiring activation, “Friends Wanted” is a continuing strategy for McDonald's to engage with young workers as a modern and progressive employer. The ‘Friends Wanted’ campaign is a recruitment first in that it includes an online application form that allows potential staff to apply with a friend. Additional assets that will be piloted as part of the program are an updated Owner-Operator hiring toolkit including digital and print ads, tray liners and crew stickers.

“It's a simple, but powerful shift that has the potential to not just double the number of potential applications, but makes the idea of working with friends real,” says Jordan Hamer, Associate Creative Director at Cossette. “McDonald’s has always been a big employer of youth and this strategy is a direct response to how today’s young workers want to engage with employers.”

“Ruth”

“Name tags”

“Ham”

Credits
Name, Title: Friends Wanted
Client: McDonald’s Restaurants of Canada Limited:
Marketing: Antoinette Benoit - Chief Marketing Officer; Hope Bagozzi - Marketing Officer; Melanie Courtois - Senior Marketing Manager
HR: Stephanie Hardman - Chief People Officer

Agency: Cossette
Global Chief Creative Officers: Peter Ignazi, Carlos Moreno
Group Creative Director: Jon Frier
Associate Creative Directors: Spencer Dingle, Jordan Hamer
Art Director: Tyler Robitaille
Copywriter: Ellen Porteous
Senior Designer: Eric Wood
SVP, Managing Director: Kathy McGuire
VP, Client Lead: Sarah Jue
Account Executive: Valerie Traitses
Strategist: Jeff McCrory
Sr. Digital Project Manager: Jeff Maynard
Senior Director, Communications: Stacey Masson
External Communications Manager: Kali Pearson

Media Agency: OMD
Director: James Haworth
DOP: Stuart Campbell

Production House: Circle Films
Sound: Berkeley Inc.


About Cossette
Cossette is a fully integrated brand experience agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016, 2017 and 2018. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.


About McDonald’s Canada
In 1967, Canadians welcomed the first McDonald's® restaurant to Richmond, British Columbia. Today, McDonald's Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day. Together with our franchisees, we proudly employ nearly 100,000 people from coast-to-coast and approximately 90 percent of McDonald's 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spend on food, beverages and packaging, more than 85 per cent is purchased from over 100 suppliers in Canada.

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McDonald’s UK Launches New ‘Peely Peely’ Monopoly Campaign



Creative agency Leo Burnett London and McDonald’s have launched a new finger wiggling advertising campaign called ‘Peely Peely’ to announce the return of the eagerly awaited annual Monopoly promotion.

With a shared ambition to make the Monopoly game more famous than ever – Leo Burnett London developed a campaign to compel more and more people to get ‘peeling’ by reminding fans to play again this year, and giving people who don’t often play a reason to get involved.

Tapping into the innate truth that people don’t want to miss out on what their friends are doing, the integrated campaign touches upon on the social isolation experienced by people who miss out on what friends, colleagues and family are all aware of when using the universal ‘Peely Peely’ code.

The campaign follows the story of Jon, and the day he realises just how out of the loop he is with this new social phenomenon.  Jon goes about his day permanently baffled as all around him people are wiggling their forefingers saying “Peely Peely?”. His work colleagues are doing it, a couple on his morning commute are doing it and even his friends are doing it to each other. What’s going on? As the film continues, it is clear everyone knows the Monopoly game is back at McDonald’s and that a simple peel of the sticker can win you prizes. The prizes on offer are brought to life with a 3D animation sequence developed by The Marketing Store who have created this visual identity used across all touchpoints of the campaign.

Prior to launch, McDonald’s capitalised on the online excitement around the game’s return by flooding their social channels with Peely Peely GIFs and social stickers with the GIFs already clocking over 1.3 million views. This was amplified by influencer activation from RED consultancy from 14th March as the nation gets Peely Peely.

Officially launching on 20th March, the fully integrated campaign developed in collaboration with The Marketing Store, OMD & Armadillo will bring the Peely Peely story to life through television, cinema, OOH, digital outdoor, press, social, in-restaurant, consumer PR and e-CRM.

The campaign will also be delivered though immersive binaural radio - a first for McDonald’s.

Throughout the campaign, there will be close-to-real time dynamic data feed updates, showing the total number of prizes won on a regional and national level across digital outdoor, local press, digital, social and a bespoke TV spot during a Britain's Got Talent ad break.

Luke Boggins Creative Director, Leo Burnett London said: “It’s that time of year again.  Monopoly’s back at McDonald’s… It’s Peely Peely time and we’re making sure that Monopoly is the only thing you want to do next lunch break…”

Ben Fox, Marketing Director of Brand & Experience at McDonald's said:  “Monopoly is a well-established and much loved promotion with our customers. As a responsible business, this year we have removed the ‘go large’ incentive, increasing the number of stickers provided for a medium Extra Value Meal to ensure customers receive the same opportunity to win regardless of their order. In addition, for the first time, customers will receive Monopoly stickers on carrot bags and side salads as well as our Big Flavour Wraps.

People absolutely love the Monopoly game at McDonald’s and we wanted to celebrate the joy of peeling!

Peely Peely gives fans a chance to share their love, and reminds those who know Monopoly, but haven’t played in a while, not to miss out. We’re excited to see this come to life across all platforms especially with our first ever binaural radio ad as well as a social campaign that brings our customers into the storyline. Do you Peely Peely?”

OMD were responsible for media, The Marketing Store for game experience, partnerships, visual identity and animation, social and digital, Armadillo for e-CRM and Red Consultancy for PR.

Credits

Title/Project
Peely Peely - McDonald’s Monopoly

Agency - Leo Burnett London
Alice Slade - Agency Contact
Danielle Melia - Creative
Gary Lathwell - Senior Creative
Kate Tweed – Business Director
Jessica Lyons – Account Director
Felicity Davies – Senior Account Manager
Blake Field – Account Manager
Thomas Schofield – Account Executive
Callum Matthew – Account Executive
Helen Choonpicharn – TV Producer
Chaka Sobhani – Chief Creative Officer
Luke Boggins – Creative Director
Dan McCormack – Creative Director
Miles Dell – Project Manager
Jon Sloneem – Digital Director
Carl Juresic – Senior Digital Planner
Rory O’Neill – Senior Social Media Manager
Phil Horton – Producer/Director

Client name
Ben Fox – Marketing Director Brand & Experience
Sam Houlston – Marketing Manager
Stephanie Storey – Senior Brand Manager
Emma O’Neill – Assistant Brand Manager
William Bonaddio – Social Media Editor in Chief
Louise Page – Head of Campaigns and Communities

Planner/CSU Director
Will Butterworth – Strategy Director
Charlie Phillips – Planner

Media agency - OMD/Talon
Jo Butler – Executive Business Director
Lucy Johnson – Client Leadership Associate Director
Grant Beckley – Client Leadership & Business Intelligence Manager
Jamie Callaghan – Connections Planning Associate Director
Tom Kirkham - Connections Planning Associate Director
Alex Neary – Activation Associate Director
Sophia Menelaou – Activation Manager
Pete Amiri – Activation Manager
Vicky Marshall – Account Director
Dilki Weerakoon – Account Manager
Bea Spring – Connections Planning Manager
Ediz Osman – Activation Associate Director
Sophie Worton – Activation Manager
Jack Kinnear – Activation Manager

Game Experience & Visual Identity Agency (The Marketing Store)
Stephen Bushe – Creative Director
Dan Fitzpatrick – Senior Designer
Lilly Chambers – Senior Designer
Ben Parsons – Creative Head, Motion
Ivan Brouttet – Motion Graphics Art Director
Melissa Shergold – Junior Art Director
Danielle Grogan – Copywriter
Carl Fisk – Digital Designer
Claire Rae – Group Account Director
Bryony Ashman – Account Director
Lucille Pfeiffer – Senior Account Manager
Laura-Jane Archer – Senior Account Manager
Amy Hoffbrand – Senior Account Manager
Account Manager – Josie Waller
Laura Serrano Galicia – Account Manager
Account Manager – Sloane Hamilton
Account Executive – Rose Butcher
Jeanette Butler – Head of Games Operations
Rina Gandhi – Games Operations
Paul Buckle – Senior Partnerships Manager
Senior Culture Strategist – Megha Sthankiya
Social Strategist – Georgie Gayler
Kat Burns – Project Manager
Chris Brooks – Digital Project Manager
Axel Murillo – Digital Project Director
Technical Delivery Manager – Dimith De Alwis
Creative Technology Director – Hils Jakison

e-CRM Agency (Armadillo)
Steve Jefferys - Client Services Director
Becky Howell - Senior Account Manager
Rebecca Naydorf-Hannis - Senior Account Manager
Fiona Craig - Planning Director
Rob Pellow - Digital Experience Director
Nicholas Blake - Head of Data
Luke Collins - Planner
Carolyn Carswell - Senior copywriter
Ella Johnson - Lead Designer
Shane Withers - Digital Operations Manager
Steve Brailey - Lead Developer

PR Agency (Red Consultancy)
Georgie Chapman - Senior Consultant
Lucy Hird - Associate Director
Sophie Kinsella - Account Manager
Juliette Alexander - Associate Director
Lena Ofosu-Apeasah - Senior Account Executive

Production company - Framestore
Director - Michael Downing

Audio Post Production
Sam Robson – 750MPH


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McDonald’s is Turning Reddit’s ‘Hamburger Menu’ into an Real Burger Menu



On December 3, McDonald’s is putting a unique spin on a classic internet icon – the Hamburger Menu – in honor of its inventor, Norm Cox.

In the 1980s, Norm Cox changed the Internet forever by simplifying the dropdown menu on websites to create what is now known as the “Hamburger Menu.” As fellow burger lovers, McDonald’s is inviting fans to celebrate Norm’s Hamburger Menu on his birthday, December 3, through a creative activation that will make Internet history.

To help with pulling off a birthday celebration for an Internet Icon, McDonald’s is partnering with Reddit, the Internet’s front page. For the hamburger themed party, McDonald’s is dressing up Reddit’s beloved mascot Snoo, posting unique content, and taking over Reddit.com’s ‘Hamburger Menu’. Snoo will become the Snooburglar and wear McDonald’s iconic Hamburglar costume. Snooburglar is the perfect way for McDonald’s to incorporate Hamburglar’s burger-loving legacy and makes them the third brand that Reddit has ever allowed to ‘decorate’ Snoo.

On December 3, the adorable Snooburglar will show Redditors and burger fans alike how to get a hamburger through the Internet’s ‘Hamburger Menu’ for the first time ever. Content abouthow McDonald’s is changing up the hamburger menu in honor of Norm’s birthday will appear on Reddit and McDonald’s social media channels. Watch the launch video here. Also, Redditors can ask the one and only Norm Cox questions in an “Ask Me Anything” session hosted by McDonald’s at 2 p.m./CT on December 3.

Also, McDonald’s is celebrating Norm by making even more internet history and letting you get a burger through a Hamburger Menu. For one day only, fans can redeem deals on the McDonald’s app by clicking on the Hamburger Menu featured on the mobile versions of Reddit.com and McDonalds.com. Lastly, McDonald’s is updating the ‘Hamburger Menu’ icon to resemble a delicious McDonald’s burger.

McDonald’s Hamburger Menu Takeover Credits \

CLIENT: McDonald’s, US
Chief Marketing Officer: Morgan Flatley
Vice President of Marketing and Brand Content: Kenny Mitchell
Marketing Manager, US Brand Engagement and Social Content: Joseph Piaskowy
Marketing Supervisor, US Brand and Digital Content: Jaclyn Holtzman
Digital Optimization Manager: Shaurice Terry
Supervisor, U.S. Communications: Jessica Shulze
Manager, Media Relations, Global Communications: Andrea Abate
Manager, Brand Public Relations and Reputation: Emily Lyons

CREATIVE AGENCY: We Are Unlimited
Chief Creative Officer, DDB North America: Ari Weiss
Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
Chief Technology Officer, DDB North America: Alexander Rhea
Executive Creative Director: A. Chris Moreira
Executive Creative Director: Mark Schöller
Associate Creative Director/Art: Jon Leachman
Associate Creative Director/Art: Jon Pliego
Associate Creative Director/Copy: Jeff Barry
Copywriter: Sarah Dembkowski
Art Director: Georgia Taylor
Account Supervisor: Carly Richter
Group Account Director: Chris Bergen
Integrated Project Manager: Andy Sandrick
Lead Developer: Ryan Carlos
Digital Art Director: Jim White
Digital Copywriter: Patrick Winegar
VP, Platforms and Partners: Justin Hood
Talent Manager: Shirley White
Motion Graphics Designer: Shane Swinnea
Senior Motion Graphics Designer: Chris Guy

PRODUCTION COMPANY: We Are Unlimited
Director: Nikki Calabrese
Director of Photography: Jake Wilganowski
Audio Supervisor: Jack Cline
Production Coordinator: CHRISTOPHER MARTIN
AC: Blake McNay
Editor: Mike Schwab
Audio Engineer: Justin Mayer

Media Agency: OMD
Associate Director of Social Media: Maura McNulty
Group Account Director: Erin Kienast
Media Supervisor: Kelly Martin
Media Coordinator: Marianna Bonadonna

Public Relations Agency: Golin

Media Partner: Reddit
Brand Strategist: Kyle Rogers
Account Manager: Anthony Gaba

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McDonald’s Gets #ReindeerReady with Christmas Campaign by Leo Burnett London



Building on the success of its Christmas campaign last year, McDonald’s is getting #ReindeerReadyagain.

Created by Leo Burnett London, the activity aims to build brand affinity for McDonald’s during the chaotic Christmas period and increase visits.

The agency has created a film that depicts Father Christmas and his reindeer as they journey around the UK on Christmas Eve. While he receives an abundance of mince pies, people seem to have forgotten to put anything out for the reindeer. Theysoldier on as best they can on their biggest night of the year but eventually the lack of carrots catches up with them and they come to a bumpy landing . Fortunately, Father Christmas spots one of the McDonald’s restaurants, and rushes towards it to stock up on carrots for his reindeer.

With media planning and buying by OMD UK, the film will run on TV, cinema, VOD and social. In a media first, the campaign will launch with an advertising premier, with a broadcaster integrated partnership across ITV, Channel 4 and Sky. Following initial teaser idents, the full 90-second commercial launches on 18th November. Also in 60-second, 40-second, and 30-second cut down versions, the campaign will run for six weeks.

McDonald’s, which has rebranded its carrot bags asReindeer Treats to fit with the theme of the campaign, has also created a magical digital experience on Snapchat, ‘through a lens-based’ game that transforms the player’s face into a reindeer and prompts them to catch as many falling carrots as possible. The number of carrots caught can then be used as fuel for Father Christmas’reindeer, determining how fast they fly through the sky. Snapchat filters are available for customers visiting McDonald’s restaurants.

The #ReindeerReady website will host exciting competitions, including a Christmas jumper giveaway and an animated e-book for parents and children to read together in the lead up to Christmas. McDonald’s are also bringing families an extra piece of magic on Christmas Day itself with the return of Reindeer Ready Live, an augmented reality tool which allows parents to capture the magical moment a reindeer enters their home at Christmas to share with their children.

Chaka Sobhani, CCO at Leo Burnett London said:“After last year, we wanted to build even more fun ways to help get the country Reindeer Ready. With a unique and playful Snapchat lens and filters, an exclusive reindeer e-book, Christmas jumper giveaways, Festive branded carrots and the magical story of Father Christmas and his Reindeer, we hope this year’s McDonald’s campaign warms the hearts of the nation and captures a bit of the magical anticipation of Christmas.”

Ben Fox, Marketing Director for Brand Experience and Media at McDonald’s, said: “Our Reindeer Ready campaign aims to deliver a little magic for everyone this Christmas.”

In addition to the brand activity, Leo Burnett has created a campaign to support the McDonald’s promotional food and drink items this Christmas including the launch of the new Chicken Big Tasty and the Millionaire’s Latte for McCafé, featuring the limited edition festive cups. This activity runs across a variety of channels including OOH, press and digital.


CREDITS:

Leo Burnett credits
Chief Creative Officer: Chaka Sobhani
Creative Director: Pete Heyes
Creatives: Andrew Long and James Millers
Head of TV Production: Graeme Light
Client Services Director: Layla Potter
Board Account Director: Bethany Watts
Account Director: Jassmine Wixon
Senior Account Manager: Felicity Davies
Account Manager: Robert Ellen
Account Executive: Callum Matthews
Account Executive: Thomas Schofield
Head of Planning: Max Keane
Planner: Catherine Owen
Senior Digital Strategist: Carl Juresic
Senior Project Manager: Emily Green
Senior Social Media Manager: Rory O’Neill
Head of Design: Phil Bosher
Deputy Head of Design: Paul Reddington
Designer: Kinda Savarino

TVC Production Company: Outsider
Director: James Rouse
Producer: Benji Howell
Editor: Art Jones at Work Editorial

Production credits
VFX: Framestore
VFX Supervisor: Ben Cronin
CG Supervisor: Ahmed Gharraph, Grant Walker
2D Supervisor: Suzanne Jandu
Head of Animation: Ross Burgess
Animation Lead: Gez Wright
Lighting Lead: Mathias Cadyck
Asset Leads: Joel Best, Gabriela Salmeron, Andrew Butler
Colourist: Steffan Perry
Senior Producer: Josh King
Line Producer: Lucy Grist
Production Coordinator: Emma Hughes

Audio Company: Factory
Sound Engineer: Anthony Moore

McDonald’s Brand Team
Marketing Director for Brand Experience and Media: Ben Fox
Senior Brand Manager: Hannah Pain
Assistant Brand Manager: Sophie Williams
Campaign Assistant: John McClure

McCafé
Head of Marketing, Food & Beverages: Michelle Graham-Clare
Marketing Manager: Thomas O’Neill
Brand Manager: Jodie White
Campaign Assistant: Harry McLean

Social Team
Social Media Editor In Chief: William Bonaddio
Social Media Manager: Ashleigh-Jayne O’Connell



OMD UK
Jo Butler, Executive Business Director
Emma Carr, Business Director
Jamie Graham, Communications Planning Manager
Julia Smith, Strategy Director
Emma Parrett, Strategic Partnerships Director
Jamie Callaghan, Connections Planning Associate Director
Joseph Easter, Connections Planner
Tom Kirkham, Digital Connections Planning Associate Director
Bea Spring, Digital Connections Planning Manager
Paul Milsom, Investment Director
Alex Neary, Investment Associate Director
Ediz Osman, Social Associate Director

MPC Creative
Creative Director: Andre Assalino
InteraCtive Producer: Sinead Catney
Animators: Jess Gaynor and Paul Hunt
Front end developer: Joao Pescada
Back end developer: Jamie Whittle
Designers: Bruno Amorim and Adriano Esteves

SnapChat
Senior Creative Strategist - Mark Carroll
Project Manager - Charlotte Cauby
Creative Specialist - Rob Waterman
Business Solutions Lead - Camilla Schilbach

eBook
Writer and illustrator: Alex Latimer

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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\

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Leo Burnett London Celebrates the Farmers and the Quality Ingredients Behind Mcdonald’s



Leo Burnett London has devised an integrated TV, radio and social campaign designed to celebrate the hard work of over 23,000 farmers across the UK and Ireland to deliver the quality ingredients that going into producing our food.

One 40” TV spot breaks on October 4th, followed by two 30” spots as well as cinema, radio and social elements. These will run across the UK and Republic of Ireland until the end of the year.

The story is told with the help of the real farmers and farm workers themselves as they show the nation the process of how they going about growing and rearing our produce.

“The ad was shot over five days travelling around real farms in the McDonald’s supply chain,” said Gary Lathwell, Creative at Leo Burnett London. “What you see in this film is what these farmers do day in day out, 365 days a year. Hats off to them. I thought our job was tough,”

Sam Houlston, Marketing Manager at McDonald’s, said: “We are extremely proud of all the hard work and care that goes into producing the quality ingredients that go into our food. It’s this hard work that helps us to ensure all of our customers continue to receive tasty food that they can trust.”

Pete Heyes, Creative Director at Leo Burnett London, added: “Bill Bernbach said, ‘The most powerful element in advertising is the truth’. The truth about McDonald’s ingredients in the UK is not only surprising, but really quite compelling. This story celebrates this with large dollops of honesty and charm.”

Media planning and buying was handled by OMD.

CREDITS:
Creative Director: Pete Heyes & Chaka Sobhani (CCO)
Creative: Gary Lathwell, Liane Dowling
Board Account Director: Kate Tweed
Account Director: Jessica Lyons
Senior Account Manager: Stephanie Bates
Account Executive: Blake Field
Agency Producer: Michelle Hickey
Agency Planner: Max Keane & Joe Beveridge
Agency Project Manager: Hannah Wood & Tim Wilks
Director/Production Co: Live Action TV – Vince Squibb at Academy Films; Social – Will Heap
Producer: Live Action TV – Steve Overs at Academy Films
Editor: TV – Paul Watts at The Quarry; Social – MAKE-Prodigious
Post Production: MPC – Marcus Moffatt
Sound Design: Parv Thind at Wave
DoP: TV – Stéphane Fontaine



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Mcdonald’s Tells Supporters ‘We’re With You’ in 2018 FIFA World Cup Global Campaign



McDonald’s celebrates the incredible highs and lows of being a football fan during the FIFA World Cup™with a new campaign telling them ‘We’re with you’, created as part of their official sponsorship of the tournament.

Created by Leo Burnett London, the new campaign includes a film that breaks internationally on the first day of the FIFA World Cup™, Thursday 14th June.

The agency has developed a platform that taps into the range of fans’ emotions and positions McDonald’s as a supporter of the supporters, evidenced by the convenient ways customers can order their favourite meals. Whether in the shape of McDelivery, 24/7 restaurants, Drive Thrus, breakfasts, or the fact that it’s just around the corner, whenever and wherever, McDonald’s has got the food sorted.

Leo Burnett’s film shows FIFA World Cup™ fans in various countries as they celebrate, commiserate and everything in between, interweaved with moments that highlight the convenience McDonald’s offers. Alongside the film, 10-second cutdowns specifically showcase each of the individual ways that McDonald’s is there for fans during the tournament.

The film is part of a toolkit featuring brand assets that are available to McDonald’s and its partner agencies across the globe. The toolkit includes print, out-of-home and point-of-purchase materials, all of which use a range of still photography capturing the emotions that fans experience during the tournament, as well as social and digital assets. To further enhance the emotions, an assortment of playful graphic flourishes have been developed and overlaid onto the stills, nodding towards the ways fans behave on social media.

Steve Hill said: “The campaign spells out that, whatever happens in the football, McDonald’s has got the food covered. Whether with a breakfast for the early kick-off, or a McDelivery for when you’re watching at home, it’s clear that ‘We’re with you’ through all of it.”

Credits:
Clients: Steve Hill, Senior Director, Global Brand; John Lewicki, Head of Global Alliances; Victoria Stasevicius, Marketing Manager, Global Sports; Jacqueline Berger, Manager, Global Brand
Chief Creative Officer: Chaka Sobhani
Creatives: James Millers & Andrew Long
Account Management Team: Victoria Reiz, Board Account Director; Steve Halliday, Account Director; Steph Bates, Senior Account Manager; Laura Taylor, Account Executive
Strategy/Planning: Max Kean, Planning Director; Will Moore, Senior Planner
Project Manager/Digital Producer: Timothy Wilks
Graphic Designers: Phil Bosher; Head of Design; Justin Bray, Designer; Ron Morrison, Designer
Agency Producer: Bruce Macrae
Director/ Production Co: Novemba, Academy Films
Producer: Steve Overs
Editor: Stephen Dunne, The Whitehouse
Post Production: Grace Thorpe, MPC
Sound Design: Simon Capes, Soho Square Studios
DoP: Xavier Amoros
Media planning/buying: OMD Global







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