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McDonald's is celebrating 40 years of sharing their iconic Chicken McNuggets by inviting the nation to decide who is #McNuggetWorthy. #McNuggetWorthy is a campaign aimed at the true … read moreMcNugget fans with a focus on Gen Z participation. With creative strategy created and led by Leo Burnett, the approach for #McNuggetWorthy was to portray a genuine audience insight; that even the best of friends are reluctant to share their McNuggets. The campaign's hero 30" film, created by Leo Burnett and renowned director Sam Brown from Rogue Films dramatizes the strength of a friendship but the reluctance to share McNuggets. The spot begins with a girl enjoying a box of McNuggets before her best friend approaches her. In tribute to their long-lasting friendship, the two girls embroil in an epic handshake with manga inspired production. They end their lengthy routine with a classic fist bump; in slow motion, we see knuckle approaching knuckle, with matching ‘BFF’ rings connecting in an epic ‘boom’. As they disengage, we find ourselves back in reality, and the friend attempts to grab a McNugget. The girl holding her box of McNuggets instinctively pulls away, and the film ends with the voiceover: “They might be your bestie, but are they #McNuggetWorthy?” Targeted at a predominantly Gen Z audience, #McNuggetWorthy has a heightened emphasis on social channels including TikTok, Instagram, Snapchat and Twitter to land the #McNuggetWorthy idea. McDonald’s will invite fans to decide who is worthy of their McNuggets with the ‘McNuggetWorthy Scale’, putting Gen Z at the heart of the debate with a LadBible partnership, secured by OMD UK. Asking the audience which acts of friendship they deem McNuggetWorthy, LadBible Group will be seeding the McNuggetWorthy messaging throughout social, encompassing talent engagement and original content.
read less...AGENCY
CREATIVE DIRECTOR OF DESIGN: DAVID ALLEN
DESIGN DIRECTOR: PHIL BOSHER
SENIOR DESIGNER: TOMEK DROZDOWSKI
SENIOR MOTION DESIGNER: CARMEN PEREZ JIMENEZ
MID WEIGHT MOTION DESIGNER: CAROLA MARTOS ZUMBO
DEPUTY CSO: TOM SUSSMAN
SENIOR PLANNER: BEN OBADIA
BUSINESS DIRECTOR: JAY PERRY
ACCOUNT DIRECTOR: SAM COWLEY
SENIOR ACCOUNT MANAGER: NICOLA KUAN
ACCOUNT EXECUTIVE: JAN NIKAWALA
PROJECT DIRECTOR: SIOBHAN MULCAHY
LEAD AGENCY PRODUCER: ANNA CARTWRIGHT
C/O AGENCY PRODUCER: JENNIFER FEWSTER
PRODUCTION COMPANY
EDITOR: AMANDA JAMES, FINAL CUT
AUDIO POST-PRODUCTION COMPANY: ANTHONY MOORE, FACTORY
POST-PRODUCTION COMPANY: SELECTED WORKS
POST PRODUCTION CREATIVE DIRECTOR: WES
POST PRODUCTION ART DIRECTOR: AMBER FRISENDA
COLOURIST: HANNIBAL LANG, SELECTED WORKS/BACON X
PRODUCER: NICOLA SIMMONS, KATIE SHARPE
2D ARTISTS: WES, DAN ADAMS, ILIA MOKHTAREIZADEH, SEUNGMIN LEE
ANIMATION: HOCUS POCUS
MOTION GRAPHICS: VIBOL MOEUNG
McDonald’s Brand Team:
CHIEF MARKETING OFFICER, S.V.P: MICHELLE GRAHAM-CLARE
DIRECTOR OF MARKETING & MEDIA: STEVE HOWELLS
HEAD OF MARKETING: THOMAS O’NEILL
HEAD OF CONSUMER COMMUNICATIONS & PARTNERSHIPS: LOUISE PAGE
MARKETING MANAGER: ANA SAFFER
BRAND MANAGER: JOSIE THOMPSON-GREEN
CAMPAIGN ASSISTANT: KARA MINNIS
MEDIA AGENCY: OMD UK
PR AGENCY: RED
SOCIAL AGENCY: OLIVER
CRM: Armadillo
APP: The Marketing Store
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