McDonald's - "That’s What Makes McDonald’s"

Leo Burnett Chicago

Leo Burnett Chicago Chicago, United States

6255

Title	That’s What Makes McDonald’s
Agency	Leo Burnett Chicago
Campaign	That’s what makes McDonald’s
Advertiser	McDonald's
Brand	McDonald's
Date of First Broadcast/Publication	2011 / 6
Business Sector	Restaurants & Fast Food
Tagline	That’s what makes McDonald’s
Philosophy	On 14th June Leo Burnett is launching its latest 60” commercial for McDonald’s in the “That’s what makes McDonald’s” campaign. It continues to reassure parents about the high quality of McDonald’s food and, for the first time, highlights McDonald’s commitment to corporate social responsibility, citing staff training opportunities, environmental initiatives and its commitment to their local communities. The campaign celebrates the sheer quantity of great stories McDonald’s has to tell by creating an A to Z of McDonald’s. Starting with A and finishing, unsurprisingly, with Z the TV ad features a group of parents, kids and farmers working together to bring to life the various stories in a fun, irreverent way. We tell the entire A-Z in the 60 second ad but then use 20s and 10s to focus on more specific stories.
Media Type	Television
Audio Post Production	Wave Studios
Post Production	MPC LA
Production Company	Rattling Stick
Illustrator	Kate Forrester
Editor	Bill Smedley
Director	Sara Dunlop
Strategic Planner	Andrew Lloyd
Other	OMD
Strategic Planner	Jessica Summerfield
Art Director	Richard Robinson
Copywriter	Graham Lakeland