DDB and McDonald’s New Zealand have worked with local artist Ross Murray to develop a collection of Kiwi summer iconography, brought to life in a new integrated campaign.
Murray’s artwork is themed around classic summer traditions of family time spent at the beach, in the bush and on the mountains. The imagery has been translated into 30’’ and 15’’ TVCs, billboards, digital Adshels & bus backs, and online on Youtube and Spotify, and McDonald’s social channels.
McDonald’s is also connecting with families in-restaurant. Customers will receive one of three themed tote bags featuring Murray’s artwork with every Sharebox purchase. A number of restaurants have also been themed with the imagery.
“Ross has captured Kiwi summer icons like a Kombi van, kowhai and the beach that encapsulate his hyper-realistic style.”
“Off the back of the success of last’s year’s campaign we saw potential in working with another local artist,” says Jo Mitchell, McDonald’s NZ director of marketing.
“Ross has captured some classic Kiwi summer icons like a Kombi van, kowhai and the beach, and other images that encapsulate his hyper-realistic style.”
DDB ECD Shane Bradnick said: “It was great to bring Ross’ art to life and merge real life with illustration showing audiences an iconic Kiwi summer with a twist.”
The campaign will come to a head in the heat of summer with activation teams out and about helping to create feelgood summer moments. Brightly coloured rickshaws decorated with the campaign artwork will be found around Mount Maunganui, Orewa, Wellington and Christchurch to keep Kiwis from getting hot and bothered by offering them lifts and Macca’s giveaways.
CREDITS
Client: McDonald’s
Agency: DDB
Artist: Ross Murray
Live Action Prod Co: Thick As Thieves
Director: Alex Sutherland
EP: Nik Beachman
Animation: Flux
Director: Laban Dickinson
EP: Joshua Forsman
Music: Mungo Jerry In the Summertime / Licensing by Jonathan Hughes/Franklin Rd
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