McDonald’s puts out product (meal deal) advertising very, very often. Meal deal advertising tends to follow a format, no matter the country it’s in. (No matter what chain it’s for.) DDB Sydney, though, has improvised on the formula. The agency worked with the original thinking of Photoplay director, Sarah Adamson, to give Macca’s Australia’s latest meal deal a point of difference, an edgy, arty Gen Z-appealing look and feel.

And it invited Macca’s fans to get original about their own Macca’s meal with the question, “What side are you on?”

Tobi Fukushima, head of value, promotions & delivery marketing at McDonald’s, commented, “We know our fans love variety and value, so we’ve added more choice to the McSmart Meal. This campaign is designed to give our customers the flexibility to enjoy their meal, their way.”

Jack Nunn, creative partner at DDB Sydney, added, “McSmart is a great deal and tapping into Macca’s fandom has been a great deal of fun.”

The campaign is running on TV, out-of-home and social.

Credits
Client: McDonald’s Australia
Creative Agency: DDB Sydney
Media Agency: OMD
Production Company: Photoplay
Director: Sarah Adamson
Post-Production: Heckler