TOGETHER & LOVIN' IT

Macca’s brings flavours and experiences together better than anyone else. They also bring together people - especially over summer, where a Macca’s pit-stop on a roadtrip is a rite of passage Down Under. So we created a campaign celebrating just that.

‘Together & lovin’ it’ became a timely reminder of the joy and happiness that comes with being together with friends, family and those we love.

COFFEE FIT FOR AN AUSSIE

No one really knows how or when, but somewhere along the way, Australians became the world authority on coffee. That’s because, the way we see things,  good coffee matters. Here, our average builder heads to the cafe with an order that’s just as complex as the blueprints they’re working to. So we decided to launch a campaign targeting 25 million of the toughest coffee critics on the planet. Australians.

THE AUSTRALIANO

Welcome, The Australiano. A new product that went on the menu of every McDonald’s in Australia!

McCafé is a true Aussie success story, having first launched in the laneways of Melbourne back in 1993. But there was one thing missing from this caffeine loving nation - a coffee to call their own. So we decided to change that. And after much coffee, sweat and tears we launched a new blend in a non-traditional way, by dreaming up the Australiano - a coffee unique to Australia. We created a new style of coffee. A physical manifestation of our ode to great coffee. One that’s good enough that our coffee loving nation can put its name too.

A truly integrated idea - part brand gesture, part profit generator. All part of repositioning McCafe to quality obsessed Australian coffee drinkers.

It was a huge commercial success - McCafe sold 1 in 4 coffees sold in Australia during the campaign

MACCA'S X AFL

When Macca’s renewed their partnership with the AFL and Channel 7, we asked ourselves how could we make McDonald’s synonymous with the sport and the channel? And the answer was right in front of us: it already is. Every club in the league, the Channel Seven commentary team, past legends and even the CEO of the game itself all have a Macca.

REMIXING THE STING

Macca’s wanted to make some noise through their social channels for their 50th Birthday. We heard them, and so did the TikTok community.

To celebrate Macca’s 50th birthday in Australia we handed over the keys to our iconic jingle for the first time ever. We asked 6 TikTok creators to remix the jingle, without any rules, and release them as videos on TikTok. Not only were these hugely successful, but we also turned each remix into an audio bed for anyone to use on TikTok. This resulted in 22,000 Aussies creating their own organic content using our branded audio, giving us over 9,000 hours of Macca’s branded content and a 35% increase in brand recall

SAVE THE LAST MCPIECE

McDonald's new chicken menu is too good to keep to yourself - so we launched a fully integrated campaign across TV, OOH, social, press, digital, PR, Facebook Live and TikTok.

APRIL FOOL PROOF

Aussies have grown weary of the endless brand gags on April fools.So, this year, instead of fooling them, we thought we would try our hand at making them April Fool-Proof. In a very tongue-in-cheek manner, we used the brain boosting, rich in Omega 3 Fillet-O-Fish to help Aussies keep their wits about them and avoid being fooled. On the day we had a team monitor social platforms and when another brand posted a gag, we would politely interject and offer anyone that was tricked a free Fillet-O-Fish to stay April Fool Proof for the rest of the day.

STATE OF ORIGINALITY - END OF NIGHT

To coincide with the 2021 State Of Origin (Australia's version of the Superbowl) McDonald's celebrated a part of the big game that's seldom shown the period several hours after the match. We follow a street sweeper driving around the city late at night as fans, revellers, commentators and players make their way home with one thing in common: a hunger for Macca's.

“McDonald’s is the winner of the biggest prize in Australian advertising, along with its agencies DDB and OMD: $1 million worth of inventory as the winners of Nine’s State of Originality competition”

DISTRACTING DEALS

The internet is a playground of distractions.

Ads usually interrupted you from watching distracting videos online. So what if our ads were literally featured within distracting vids?

We decided to place our daily deals in the most distracting videos often found on the internet... making our deals front and centre in content you cannot take your eyes off. 

THE ONLY QUESTION IS

Let’s face it. Macca’s is all about the food. So when they asked us to give their food comms the overhaul we went to town on the crave-ability.

Everybody has a favourite Macca’s order. One item on the menu you absolutely crave. And when you start thinking about it, you just can’t stop until you’ve eaten one. The question is never if you’ll get one or should you have one. It’s a forgone conclusion. You’re getting one.  The only question is - how do you have yours?

To reset Maccas tone of voice across all food comms, we brought in an Aussie legend synonymous with the nuances of what you do with food - Michael Caton.

‘But it’s what you do with it’ - Darry Kerrigan ( Michael Caton ) The Castle 1997