Goodoil director, Justin McMillan, and DDB Sydney have given McDonald’s something different to offer its audiences than the usual fast food fare.
The campaign, Appetite Needs Opportunity, goes behind the scenes at McDonald’s to celebrate the people who “make Macca’s great”.
A core film outlines the accomplishments of five McDonald’s crew members – inside and outside their work – using a montage of clips and titles arranged to highlight how the determination, energy and ambition of Delaney, Sam, Natalie, Megan and Samtui have resulted in surprising achievements.
Ben Welsh, chief creative officer of DDB Sydney, commented, “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.”
Built onto this are five story films, each of which tells documents these people’s accomplishments in full.
The core film is running on digital platforms and on air as a 60 second TVC. It is supported online by the five content pieces.
VML Australia has also developed a social campaign to accompany the mainstream work social. It answers the commonly asked questions from Australians about working at McDonald’s. In four short films, crew members 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.
Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Creative Partner: Steve Jackson
Senior Art Director: Jason Woelfl
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
Chief Marketing Officer: Jenni Dill
Director of Marketing: Jo Feeney
Group Brand Manager: Elise Sproll
Brand Manager: Jordan Escobar