Cannes Lions

McDONALD´S

LEO BURNETT CHICAGO, Chicago / MCDONALD'S / 2015

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Overview

Entries

Credits

Overview

Description

This spot was specifically designed to run during the Academy Awards right before the Best Picture announcement. We stripped down iconic movies to their most vital components, to show how the perfect ingredients can come together to make something magical. And then did the same with the iconic ingredients of the Big Mac.

Using simple black type on a white background, along with the iconic movie music Claire de Lune, we created a game movie fans watching the broadcast could literally play along with.

Execution

The track is licensed and adapted. It's Clair de lune performed by St marks philharmonic orchestra.

Outcome

Packaging was an integral part in the overall brand refresh. Together with revolutionary and emotional creative in TV, radio and print, we managed to get the world talking about McDonald's in a way the brand was never spoken about before. Consumer engagement rose 300% and customers took to social media, interacting with our packaging in run and unique ways.

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