Leo Burnett London
5 months ago
McDonald's and Leo Burnett London have today launched an integrated campaign ‘Night workers’, recognising and celebrating the millions of people working throughout the night that most of us never see.
The campaign consists of a hero 60-second film and a 30-second cutdown that celebrate this unsung community - reassuring them that even if unseen, their hard work is being recognised.
In each scene, we explore some of the jobs that night workers do, such as looking after patients in hospitals, maintaining roads, re-stocking supermarkets – but the workers themselves are invisible.
This theme continues until the climax of the film as they walk through McDonald’s doors for a well-deserved break. We see the workers for the first time, clearly emphasising that the doors of McDonald’s are always open, ready to welcome them and help see them through the night ahead, no matter the time.
Created by award-winning director Sam Brown in partnership with Leo Burnett London, the campaign brings to life the notion that McDonald's champion’s night workers, including its own overnight workforce, and sees their world when others might not.
Building on the platform idea of ‘If you’re awake, we’re awake’, alongside TV, the campaign is supported on social, radio and digital display which all convey the message that McDonald’s is always open for everyone, whenever they need a break; no matter who they are or where they come from.
Ben Fox, director of brand, experience & media at McDonald's UK & Ireland said: “With over 700 restaurants open 24/7, McDonald’s is a much-loved pit-stop for an army of people who work tirelessly through the night to keep the nation ticking over. From nurses, to taxi drivers and firefighters to road workers, this campaign celebrates those unseen, unsung heroes and the role McDonald’s plays in keeping them going.”
Chaka Sobhani, chief creative officer, Leo Burnett London said: “We’re so chuffed to be able to work with the very talented Sam Brown to bring to life this story of the night workers we all depend on and who keep the country ticking. Even though they might not be visible during the day, McDonald’s sees and appreciates them, welcoming everyone 24hrs a day, because if you’re awake, McDonald’s is awake.”
The Night Workers campaign launches in March, and the film is available as a 60’ and 30’ edit.
Agency: Leo Burnett London
Chief Creative Officer: Chaka Sobhani
Business Director: Chloe Siddall
Account Director: Jack Brenman
Account Manager: Alice Pavey
Account Executive: Gabriella Kaas
Project Director: Emily Green
Creative Director: Pete Heyes
Senior Creative: Rory Hall
Senior Creative: Steph Ellis
Senior Producer: Lou Pegg
Senior Planner: Joe Beveridge
Junior Planner: Thomas Schofield
Director of Brand, Experience & Media: Ben Fox
Marketing Manager: Hannah Pain
Assistant Brand Manager: Emma O’Neill
Campaign Assistant : Joe Light
Copywriter: Rory Hall
Art director: Steph Ellis
Production Company: Rogue Films
Director: Sam Brown
Edit Company: Final Cut
Editor: James Rosen
Media agency: OMD
Client Leadership Account Director: Laurence Ruthven
Client Leadership Account Manager: Eleonora Sceusi
Communications Planner: Jessie Field
Audio Post: Sam Ashwell at 750mph
Post Production : The Mill
Genres: Visual VFX
Categories: Fast food, Retail and RestaurantsLeo Burnett London, 5 months ago