Holiday Campaign Interview: #ReindeerReady

"The brilliant little actress in the ad wasn’t really acting at all, she genuinely was looking after a magic carrot stick for the reindeer."

 

In a few words, tell us about your role in the creation of "#ReindeerReady"

 

We’re the team behind the #ReindeerReady campaign for McDonald’s. From the TV script to re-branding McDonald’s carrot sticks as ‘Reindeer Treats’, the online game to the Reindeer Spotter App.
What was the original brief for this campaign?
Our brief was to celebrate the role McDonald’s plays at Christmas time. Our brief to ourselves was to try and win the Christmas ad battle. Rob’s sixth month old son says we did; so that’s good enough for us.
What inspired you to approach the campaign this way?
We were looking for a truth about the brand and a truth about Christmas. And we found the answer in a little orange vegetable.
How difficult was it to sell the idea to McDonald's?
It wasn’t difficult at all actually. Everyone instantly fell in love with this story of a little girl who saves her last carrot stick for the reindeer. And we happened to have a fantastic client that was as ambitious as us in terms of making the campaign as big and wonderful as possible.
What was the biggest challenge you faced during the process?
Brainstorming Christmas on a sunny day in Spring.
What did you learn from the experience?
Our legendary producer, Graeme Light, once found a priceless diamond ring on an architectural dig while he was at uni in Bristol but left it in the ground cos he’s an absolute romantic. And a little bit mad.
What’s a “behind the scenes” story that only you know about?
The brilliant little actress in the ad wasn’t really acting at all, she genuinely was looking after a magic carrot stick for the reindeer. James the director even made a special box for it to go in between takes, and the whole crew helped her on her mission throughout the whole five day shoot.
What is your favorite holiday campaign of all time?
The Long Wait by John Lewis. It’s still the daddy.