A brand with tribes is a desirable brand. People crave to belong. Identifying with a brand used to be a top focus in advertising. It’s why we wore a certain brand of clothes, listened to a certain radio station, drove a certain make of car. DDB Aotearoa and McDonald’s New Zealand have recognised that it’s a power the brands should not let go of.
Their new campaign, How we Macca’s, highlights how McDonald’s is entrenched within communities throughout Aotearoa, by showing the special connection that Kiwis have with their local restaurants. The new idea extends previous work that celebrated Macca’s being local. This time, the campaign is about Macca’s people, bringing the real stories of Macca’s customers to life.
The documentary-style campaign has launched with a group of avid Wellingtonian surfers, five Parakai lifeguards and a crew of diehard Phoenix fans, showing groups of Kiwis who live and love life together, each with their own unique Macca’s moments.
DDB Aotearoa chief creative officer, Gary Steele, said that the team wanted to emphasise the idea of Macca’s crews, and how each of these different crews integrate Macca’s moments into their shared experiences. “We wanted to document New Zealand from coast to coast and share with the country the New
Zealand we see in our local communities,” he commented. “So far, six unique stories have been shot, with the plan to roll out more. These peoples’ stories are going to be celebrated in their local community – The Lyall Bay Surfers may get a billboard in Lyall Bay, for instance.”
Director of marketing at McDonald’s New Zealand, Luke Rive, added, “That’s how we Macca’s highlights the special bonds that connect Kiwis – from surfing, to flatting, to work families. It’s a snapshot of the role Macca’s plays in the lives of everyday New Zealanders and we hope it prompts others to ask, “How do we Macca’s? Because when you combine nuggies with your favourite humans, feel-good things happen.”
Other Macca’s-lovin’ groups set to feature in the campaign include a trio of flatty besties, a tribe of women sparkies and the Ruckus Armored Combat Guild.
Credits:
Client: McDonald’s New Zealand
Director of Marketing: Luke Rive
Head of Brand & Media: Leigh Benvie
Creative Agency: DDB Group Aotearoa
Production Company: Gather Productions
Executive Producer: Sarah Kinniburgh
Director: Justin Hawkes
DOP: Bevan Crothers/Joe Rixon
Grade: Mikee Carpinter
Post Production: Department of Post & DDB Edit Suite
Editor: Justin Hawkes & DDB Edit Suite
Soundtrack: Sliced Tomatoes by The Just Brothers. Licensing by Franklin Road
Stills Photographer: Reagen Butler
Media Agency: OMD
