DDB creates Big Macs that sing

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DDB Group has helped McDonald’s launch a Big Mac that talks, sings, and does sound effects. The first to sample the yak-burger yesterday were customers at McDonald’s Lunn Ave in Mt Wellington.

The event was part of a global initiative by McDonald’s, known as imlovinit24, which will see 24 gifts of joy, over 24 hours, on March 24, in 24 cities around the world. Through imlovinit24 McDonald’s aims to bring the world together virtually, illustrating what the brand does every day – serving joy to millions of people.

Australia kicked off the initiative, the first of its type for McDonald’s, with a giant Playland style ball pit shaped like a cup of coffee in Sydney, giving away a free morning coffee to all participants. As the day rolled on creative ideas came to life in countries across the world, including a pajama party in Italy, where customers in pajamas receive free breakfast for 24 days; an ice coupon contest in Brazil, in which customers must redeem their coupon at a nearby McDonald’s before it melts; and special drive-throughs in the Philippines, Denmark and Vietnam.

The world-wide initiative will end in the US with a free concert from R&B singer Ne-Yo, who will sing a “Lovin’” anthem composed of crowd-sourced lyrics from fans. imlovinit24 will unfold throughout the 24-hour period on www.imlovinit.com, where customers around the world can digitally experience events in other global cities.

The unique Big Mac packaging was designed by DDB NZ and made specifically for this initiative, including a bespoke sound device and a range of audio effects. McDonald’s New Zealand invited Big Mac fans to attend the event via its Facebook page, and footage will be integrated into a video showing imlovinit24 come to life around the world.

“We thought this would be a fun way to surprise and delight our customers and bring a little bit of joy to their day and add to their McDonald’s experience,” said McDonald’s New Zealand marketing director Chris Brown.

Matt Biespiel, senior director, global brand development at McDonald’s Corporation in Illinois USA said: “At McDonald’s, the customer experience is the focus of everything we do. Today, through imlovinit24, we’re focusing on the fun of our brand and uniting and engaging with our customers in something truly positive: sharing 24 moments of joy to millions of people around the world in 24 hours.”

More #imlovinit24 content will be shared throughout the next 24 hours – go to www.imlovinit24.com


CREDITS

DDB: Project lead, responsible for the overall digital strategy, running the project and producing the global video content
Fuse: responsible for the social strategy and social content production
OMD: responsible for media and pushing out all content captured

DDB

Executive Creative Director: Shane Bradnick
Digital Creative Director: Haydn Kerr
Art Director: Zac Lancaster
Copy Writer: Tom Cunliffe
Executive Producer: Judy Thompson
Agency Producer: Celia Rowe
Group Account Director: Zoe Alden
Account Director: Carly Pratt
Account Manager: Demi Nielsen
Digital Strategist: Parker Mason
Lead Technologist: Cameron Crosby
Liz Knox: Digital Operations Manager
Studio Producer: Shelley Cousins

DDB – Maker

Maker Producer: Kate Moses
Director: Rob McLaughlin
Editor: Steve Gulik
Colourist: Pete Ritchie
Sound Design: Liquid Studios

Fuse

Account Executive: Penny Quirk
Content Executive: Mitch Smyth
Head of Fuse: Gina McKinnon

OMD

Client Service Director: Penelope Burns
Senior Account Manager – Digital: Christina So
Head of Digital Strategy: Rafis Kadir
Senior Programmatic Media Specialist: Alex Gray

McDonald’s NZ

Marketing Director: Chris Brown
National Marketing Manager: Jo Mitchell
Head of Corporate Communications: Simon Kenny


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