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McDonald's and Leo Burnett are launching a new instalment of their ‘Breakfast, done properly’ platform, celebrating the iconic McDonald’s morning menu. Built around the idea that a McDonald's Breakfast is so iconic it needs no explanation, the campaign strips away all logos from the ads, letting the food itself be the distinctive asset that communicates the brand. The campaign follows concept research by Savanta’s McVue tool, which found that up to 90% of people correctly identified McDonald’s Breakfast products even when shown without branding. The insight confirmed what fans already know: McDonald’s Breakfast is instantly recognisable with no product names or logo required. Bringing this to life, the campaign features a series of 30" and 10" films showcasing McDonald’s Breakfast in its purest, most irresistible form. Set to cinematic music, each film lingers on close-ups of the Sausage & Egg McMuffin®, Hash Brown, Egg & Cheese McMuffin® and Breakfast Wrap - capturing the distinctive shapes that make McDonald’s Breakfast so iconic. A voiceover explains how McDonald’s Breakfast needs no explanation without ever naming the products or the brand.
Credits
Other credits
Client
CHIEF MARKETING OFFICER: Ben Fox
MARKETING DIRECTOR: Matthew Reischauer
HEAD OF MARKETING – FOOD AND BEVERAGES: Ben Sherburn
MARKETING MANAGER: Lucy Johnson
SENIOR BRAND MANAGER: Josie Thompson-Green
MARKETING EXECUTIVE: Kai McHugh
CONSUMER INSIGHTS MANAGER: Siddhi Suchak
Agency
DESIGN DIRECTOR: Phil Bosher
DESIGNER: Georgia Glen
PLANNERS: Ipeknaz Erel and Alexandra Arnold-Jones
MANAGING PARTNER: Layla Potter
BUSINESS LEAD: Bella Bertolotti
SENIOR ACCOUNT DIRECTOR: Jessica Lyons
SENIOR ACCOUNT MANAGER: Natasha Meisel
ACCOUNT EXECUTIVE: Zoe Buchalter
SENIOR AGENCY PRODUCER: Jennifer Fewster
MEDIA BUYING AGENCY: OMD
MEDIA PLANNERS: Stephanie Holman, Holly Rosier, Reilly Sadowski-Synnott
AV + MACRO OOHPRODUCTION COMPANY: Darling FilmsDIRECTOR: Scott Grummett
PRODUCTION COMPANY PRODUCER: Kelly Doyle
EXECUTIVE PRODUCER: Clare Timms
PRODUCTION MANAGER: Michaela Miesen
EDITOR: Adam Rudd, Whitehouse Post
EDITOR PRODUCER: Annabel Bennett
AUDIO POST-PRODUCTION COMPANY: Harbor
SOUND DESIGN & MIX: George Castle
AUDIO PRODUCER: Hannah Jarrold & Savannah King
POST-PRODUCTION COMPANY: Black Kite Studios
VFX LEAD: Marcus Moffatt
GRADE: George Kyriacou
POST PRODUCTION PRODUCER: Hazel Gibson
MUSIC TRACK FINDER: Native Music
CLEARANCE: Sharpa
VI OOH SHOOT
DESIGN DIRECTOR: Phil Bosher
DESIGNER: Georgia Glen
PROJECT MANAGER: Adrienne Lindeque
PHOTOGRAPHER: TINA HILLAR
REP AGENCY: CRXSS AGENCY
AGENT / PRODUCER: ELENA HUNTLEY
1ST ASSISTANT: SEÁN DONNELLAN
DIGITAL OPERATOR: LEWIS BENCH
DOP: SIMON PAUL
FOCUS PULLER: BERNIN ISAAC
DIT: EWAN MACFARLAN
FOOD STYLIST: UDO REICHELT-SCHAURER
FOOD STYLIST ASSISTANT: OLHA DIACHENKO
PDG PRODUCER: FARAH IKHLAS
MACRO OOH SHOOT
DESIGN DIRECTOR: Phil Bosher
DESIGNER: Georgia Glen
PROJECT MANAGER: Adrienne Lindeque
PHOTOGRAPHER: Scott Grummett
PRODUCTION: Bailey Wade / Darling Films / Prodigious
FOOD STYLIST: Udo Reichlet-Schaurer
FOOD STYLIST ASST: OLHA DIACHENKO
DIGI OP: BEN COLSON
SPARK: ROB STEWART
LIGHTING ASSIST: SAM DEARDEN
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