McDonald’s is changing the meaning of ‘Christmas lists’ this year as it launches The Alternative Christmas List, a campaign anchored around a mobile experience accessed through the … read moreMcDonald’s App, led by Leo Burnett UK. The campaign gives new meaning to the festive symbol of a Christmas list. Instead of being about material objects, McDonald’s Alternative Christmas List is instead made up of a series of experiences each curated to bring families together to enjoy small but meaningful moment of magic. At the centre of the campaign is the Alternative Christmas List mobile experience. Launching on 14th November, the Alternative Christmas List invites fans to enjoy six unique experiences, released weekly in the build up to Christmas. Every experience on The Alternative Christmas List has been created to enhance a shared family moment, and the experiences will include things like McDonald’s festive PJs and Jumpers for the ultimate night in on Christmas Eve, a touring festive photobooth and McDelivery Christmas carollers and a festive audio books for those families driving home for Christmas. To launch the campaign and raise awareness of the alternative Christmas list, McDonald’s has created a 90 second film directed by Academy Award-winner Tom Hooper, known for critically acclaimed hits like The King’s Speech and Les Miserables. The film tells the story of a little boy named Alfie, who gets carried away with the excitement of writing a Christmas List, before realising that it’s the little shared moments that really matter. The film sets up the idea of the importance of family time over the materialistic aspect of Christmas, reminding the UK what’s important during the festive season.
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