DDB & Robber’s Dog make Macca’s history

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To promote McDonald’s new, innovative Create Your Taste service – now available across New Zealand – DDB has launched a campaign where Kiwis can create their own burgers.

With literally millions of unique burger combinations to be made, the possibilities are endless and McDonald’s has turned their burger-lovers in to burger designers. “Now anyone can build their own bespoke burger and become part of Burger History,” says DDB ECD Shane Bradnick.

“To tell the story of Create Your Taste, a 45” TVC brings to life the tale of ‘ordinary’ Kiwi John Smith. John had spent his life striving to be great, but ultimately failing to do so, until the day he finally made history by creating a burger named The Smittie, destined for the history books.”

The spot is supported by a shorter 15” edit, outdoor, digital and social assets, all light-hearted and relatable for Kiwis’ sense of humour.

New Zealanders who wish to emulate John Smith “and make burger history” can do it online at www.makeburgerhistory.co.nz.

They can design and name their own unique Macca’s burger and then using a QR code go to the counter and order their own little piece of burger history. Some clever creators may even have their burgers become the new face of future Create Your Taste ads.

“The Big Mac, Quarter Pounder, Kiwi Burger and now The Shano – just some of the great Macca’s burgers in history,” said Bradnick. “Who would have thought simply building a burger could get you into the history books?

“With millions of options, we’re looking forward to seeing how creative Kiwis can be with the 31 ingredients and endless name possibilities.”

Robber’s Dog director Adam Stevens said: “There is a little John Smith in all of us. Our entire lives we spend trying to be unique and stand out from the crowd, only to realise that you’re not the only wrestler at the birthday party.

“Who would’ve thought creating a burger would be the way John and the rest of us could make our mark in the world?”


Client: McDonald’s

Marketing Director: Chris Brown

Head of Marketing: Jo Mitchell

Senior Brand Manager: Nikki Jeffcote

Brand Manager: Jess Reid

Agency: DDB Group

Chief Creative Officer: Damon Stapleton

Executive Creative Director: Shane Bradnick

Creative Director: Ben Pegler

Art Director: Paul Kim, Corinne Goode

Copywriter: Graeme Clarke, Natalie Knight

Group Account Director: Zoe Alden

Account Director: Carly Pratt

Account Manager: Demi Nielsen

Planning Director: Lucinda Sherborne

Planner: Jamie Barrett

Executive Producer: Judy Thompson

Agency Producer: Rosie Grayson

Production Company: Robber’s dog

Producer: Mark Foster

Director: Adam Stevens

DOP: Crighton Bone

Post Production Company: Robber’s Dog

Post production online: Palace

Editor: Alex O’Shaunghnessy

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