McDonald's Australia has launched a brand campaign, Appetite Needs Opportunity, via DDB Sydney which celebrates the people that make the Golden arches great.
Led by a 60-second film, the campaign explores the stories of five crewmembers from around Australia, whose determination, positivity, energy, ambition and work ethic has taken them all on a path of success professionally and personally. The film takes you on a journey with Delaney, Sam, Natalie, Megan and Samtui - showcasing life at McDonald's, and their great personal triumphs and endeavours.
Says Jo Feeney, director of marketing, McDonald's Australia: "We have a huge number of fantastic young people who work for McDonald's so it was only fitting that we tell Australia how awesome our Macca's people are.
"I love the stories in this campaign, and I hope they'll show our customers and potential employees alike, that at McDonald's, we believe that if you've got the appetite to succeed, we'll provide you with the opportunity to set you up for life at McDonald's and beyond."
The film will run across digital platforms, TV and is supported by a series of five content pieces.
Says Ben Welsh, CCO, DDB Sydney: "We were blown away with how driven these young kids were. Our idea is simply a stage on which these inspiring young Australians perform. Justin's cinematic approach allowed them to truly shine."
The campaign will also run across social with a social campaign developed by VML Australia aimed at answering the commonly asked questions from Australians about working at McDonald's. In four short films, crewmembers answer questions around training, career progression and their 'typical' day to help Australians understand what it's really like to work behind the Macca's counter.
The campaign will also be leveraged through PR with Eleven profiling crew and their stories across media channels.
Agency: DDB Sydney Chief Creative Officer: Ben Welsh Creative Partner: Steve Jackson Senior Art Director: Jason Woelf Senior Copywriter: Sam Pascoe Senior Digital Producer: Emma Fyfe Design Director: Ramon Rodriguez Senior TV Producer: Jacqui Gillies
Managing Director: Nicole Taylor Group Business Director: Lisa Hauptmann Business Director: Lisa Little-Cain Chief Strategic Officer: Fran Clayton Planning Director: Caroline Ghatt
Production Company: Goodoil Films Director: Justin McMillan Producer: Hamish Roxburgh Head Of Production: Chana McLallen Executive Producer: Sam Long
DOP: Tim Tregonning Editor: Simon Njoo / One Egg Is Enough Editorial Post Production: The Editors Sound Designer/Engineer: Simon Lister / Nylon Music Supervisors: Karl Richter & Claire Lothian / Level Two Music Song and Artist: "Drinkee" Sofi Tukker
Social: VML Media: OMD
McDonald's Australia: Chief Marketing Officer: Jenni Dill Director of Marketing: Jo Feeney Group Brand Manager: Elise Sproll Brand Manager: Jordan Escobar