Leo Burnett's 'Family Favourites' for McDonald's

McDonald’s launches the second part of their Family Favourites brand campaign with a TV ad airing in a 40 second format. The ad celebrates the excitement that the Happy Meal box brings to a child. The ad is based on the simple truth that kids love boxes - no matter what shape, what colour, how big or how small, a box can be whatever a child wants it to be; a hat, a shelter, a rocket, a robot costume and it is this innocent pleasure and sense of imagination that is depicted in the ad.

 

 

McDonald's poses the question 'What is it with kids & boxes?' and demonstrates that the Happy Meal box has its own sense of intrigue. The ad is entirely created from observational footage - the smiles, concentration, shared pleasures and imaginative creations were all natural, and it captures the real emotions that come out when a child plays with a box.

 

The work is supported by a national press campaign, with press executions staying in line with the TV edit and leading with the headline 'What is it with kids & boxes?'

 

The campaign was created by Tony Malcolm and Guy Moore, and the Creative Director was Justin Tindall. The Director of the TV was Vince Squibb at Gorgeous Enterprises and the Photographer for the press was Richard Robinson.

 

Credits

 

TV Credits:

Client McDonald’s

Creative agency Leo Burnett

Copywriter Tony Malcolm & Guy Moore

Art director Guy Moore & Tony Malcolm

Agency Producer Bruce Macrae

Executive Creative Director Justin Tindall

Media agency OMD

Planner (media agency) Grace Cowey

Production Company Gorgeous Enterprises

Director Vince Squibb

Production Company Producer Rupert Smythe

Editor Paul Watts/The Quarry

Post-production MPC

Audio post-production Simon Capes at Soho Square Studios.

 

Print Credits:

 

Creative Director  Justin Tindall

Art Director  Guy Moore & Tony Malcolm

Copy Writer Tony Malcolm & Guy Moore

Photographer Richard Robinson

Typographer Marc Donaldson

 

Exposure:

 

National TV (40”), National Press.