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?”
CREDITS
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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