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McDonald's Celebrates All the Night Workers Out There with Latest Campaign

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Leo Burnett London champions an unsung community in spot directed by Rogue's Sam Brown

McDonald's Celebrates All the Night Workers Out There with Latest Campaign

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.

McDonald's - Night Workers
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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


Client: McDonald’s

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

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 Production

Audio Post: Sam Ashwell at 750mph


Post Production : The Mill

Genres: Visual VFX

Categories: Fast food, Retail and Restaurants

Leo Burnett London, Mon, 09 Mar 2020 15:08:48 GMT