McDonald's - "What We Love"

Leo Burnett Germany

Leo Burnett Germany Frankfurt am Main, Germania

Premi

12199

Marca: McDonald's
Paese: Germania

Cliente: McDonald's

Titolo	What We Love
Brief	A young lad falls for his pretty next door neighbour. When he takes her to McDonald’s she’s very precise about her order: “A large Coke with lots of ice, and a Big Mac. But without pickles.” The hero is heartbroken when his friend moves away. Years later, as a student, he’s working part time at McDonald’s. Suddenly he hears a young woman’s order: “A large Coke with lots of ice, and a Big Mac. But without pickles.” They lock eyes. She smiles. What you love once, you never forget.
Agenzia	Leo Burnett Germany
Campagna	What We Love
Cliente	McDonald's
Marca	McDonald's
Posted	Novembre 2016
Settore	Ristoranti e Fast Food
Trama	After decades of constant growth McDonald’s popularity in Germany has been stagnating for a few years now. The love in „I’m lovin’ it“ is not unconditional any more, in part because the brand was too focused on sales and put too little effort into brand building. To refuel a claim like „I’m lovin’ it“, there is no better day during the year than the day of love – Valentine’s Day. Following our motto „what you once loved, you never forget“, we wanted people to recall their love for McDonald’s on February 14th: with a heart warming commercial about two teenagers, who spent an unforgettable summer together and meet again after several years – all thanks to one very unique order. „What we love“ became the metaphorical arrow of love into the heart of our target audience: Within 24 hours it generated over 3 million views, 36k likes and close to 5k shares on Facebook alone. Additionally, many people commented very positively on the film and expressed their love for McDonald’s. That’s how we were able to relight the fire of the brand’s core „I’m lovin’ it”.
Chief Creative Officer	Andreas Pauli
Chief Creative Officer	Armin Jochum
Creative Director	Joerg Hoffmann
Creative Director	Michael Ohanian
Creative Director	Sean Kirby
Copywriter	Andreas Daum
Art Director	Till Rothweiler
Art Director	Viktor Kislovskij
Casa di Produzione	soup.film GmbH
Director	Matt Smukler
Agency Producer	Christian Hibbeler
Account Director	Alexander Wieland