McDonald’s, in partnership with Leo Burnett UK, unveils a groundbreaking campaign celebrating the brand’s intrinsic role in British youth culture. This innovative initiative sheds light on how young adults have organically embraced and personalized the McDonald’s experience, turning it into an integral part of their lives.
Through close collaboration with a diverse panel of 16 to 24-year-olds, McDonald’s and Leo Burnett UK have delved into the heart of youth culture, uncovering insights that highlight the profound connection between young adults and the McDonald’s brand. The campaign emphasizes how McDonald’s has become more than just a fast-food chain; it has evolved into a space where young people feel a sense of ownership and belonging.
A significant aspect of the campaign is its focus on the unique nicknames that young adults have coined for McDonald’s, showcasing how they have made the brand their own. By refraining from directly mentioning McDonald’s in the campaign content, the focus remains solely on the personalization and ownership that young adults feel toward the brand.
The campaign’s centerpiece is a captivating 60-second film directed by Iconoclast, which portrays a chain reaction of young adults inviting each other to McDonald’s using their personalized nicknames. From “Maccers” to “McDizzles,” these nicknames reflect British youth culture’s diverse and vibrant nature.
In addition to the film, McDonald’s and Leo Burnett UK have engaged young adults through various social media platforms, allowing them to share their unique experiences and perspectives on the brand. Street interview-style content provides an authentic glimpse into how young adults interact with and personalize the McDonald’s brand daily.
Furthermore, McDonald’s has introduced a set of customizable stickers, enabling young adults to create personalized invites to McDonald’s and share them with friends, further reinforcing the sense of ownership and community surrounding the brand.
The out-of-home (OOH) campaign brings these personalized nicknames to life, enhancing the visual identity of McDonald’s across outdoor sites during peak hours, and ensuring maximum visibility among the target audience.
Through a collaborative effort with We Rise Limited and The Diversity Standards Collective, Leo Burnett UK has ensured that the campaign resonates authentically with young adult audiences across the UK. Workshops and community research have provided valuable insights into the diverse perspectives and experiences of young people, enriching the campaign’s authenticity and relevance.
Overall, the McDonald’s and Leo Burnett UK collaboration celebrates the unique relationship between young adults and the McDonald’s brand, highlighting how it has become an integral part of British youth culture. By empowering young people to take ownership of the brand and share their experiences, McDonald’s reaffirms its commitment to providing welcoming and inclusive spaces for all.
Credits:
CLIENT: McDonald’s
ADVERTISING AGENCY: Leo Burnett UK
CCO: Mark Elwood
EXECUTIVE CREATIVE DIRECTOR: Andrew Long, James Millers
CREATIVES: Jas Nandoo, Georgette Fischer
CREATIVE DIRECTOR OF DESIGN: Dave Allen
STUDIO DIRECTOR: Richard Pettiford
DESIGNER: Danny Flint
MOTION DESIGN DIRECTOR: Carmen Perez Jimenez
SENIOR PROJECT MANAGER: Alex Dougan
DEPUTY CSO: Tom Sussman
SENIOR PLANNER: Alexandra Arnold-Jones
SOCIAL STRATEGIST: Benjamin Obadia
HEAD OF ACCOUNT MANAGEMENT: Steph Bates
ACCOUNT DIRECTOR: Charlotte Crawley
ACCOUNT MANAGER: Jan Nikawala
ACCOUNT EXECUTIVE: Dom Thomas
CHIEF PRODUCTION OFFICER: Emily Marr
AGENCY PRODUCER: Peter Williams
ASSISTANT AGNECY PRODUCER: Sara Gill
MANAGING DIRECTOR/EP: Jean Mougin
MANAGING DIRECTOR/EP: Guy Rolfe
HEAD OF PRODUCTION: Beatrice Warren
PRODUCER: Luke Plaister
PRODUCTION MANAGER: Marian Mikhail
1st AD: Benji Edwards
DIRECTOR OF PHOTOGRAPHY: Albert Salas
PRODUCTION DESIGNER: James Hatt
COSTUME DESIGNER: Verity May Lane
CASTING: Road Casting
EDIT HOUSE: Trim
EDITOR: Tom Lindsay
EDIT PRODUCER: Pia Ebrill
VFX: Black Kite Studios
COLOUR: George K
VFX LEAD: Matthew Hutchins
VFX: Itay Greenberg & Guy Penwill
DESIGN: Paul Mackay-Thomas & Diogo Gil
VFX PRODUCER: Holly Tidwell & Hannah Ruddleston
AUDIO POST-PRODUCTION COMPANY: Factory
SOUND DESIGNER: Jack Hallett
AUDIO PRODUCER: Ciara Wakley
MUSIC SUPERVISION: Sharpa
MUSIC SUPERVISORS: Paul Goodban & Sharan Gill
CONTENT PRODUCTION DIRECTOR: Yiani Andrikidis
McDonald’s Brand Team:
CHIEF MARKETING OFFICER, S.V.P: Michelle Graham-Clare
MARKETING DIRECTOR: Matt Reischauer
HEAD OF MARKETING, BRAND: Hannah Pain & Chloe Bissell
MARKETING MANAGER: Emma O’Neill
BRAND MANAGER: Emma Pellegrinelli
CAMPAIGN ASSISTANT: Abi Campbell
Agency Partners
MEDIA: OMD UK
PR: RED