McDonald’s people are more than lovin’ it in Australia. They’re together and lovin’ it this summer. The campaign by DDB Sydney is built on the idea that when things are combined in just the right way, great things can happen. Essentially, the campaign is embedding McDonald’s in the things that make summer.
In the lead-up to launch, the platform was teased by showing off great Aussie combinations and asking people who they are going to spend their summer with through print, social, OOH, TV, and in-stadium executions.
The official launch has now been led by a hero TVC celebrating the magic of a road trip to bring people together.
The 60-second spot features cars packed with family and friends, a man changing a muddy tyre for a vehicle with the numberplate NU663T, one duo on an electric scooter, all set to the most epic sing-a-long, Bon Jovi’s Livin’ on a Prayer…and, of course, a summer road trip stop at Macca’s.
The thought of Together & Lovin’ It extends to billboards at Sydney airport to welcome people back home, a social content series to bring the beauty of a road trip to life, and much more. Altogether the campaign, the brand’s biggest summer campaign ever, stretches across TV, print, OOH, radio, digital, PR and social.
McDonald’s marketing director, Tim Kenward, stated, “Macca’s is an iconic part of Aussie summer. In addition to bringing together the perfect combination of ingredients to make our iconic products, Macca’s is also known for bringing people together to create meaningful memories.
“After a year of constant change, Together & Lovin’ it is a timely reminder of the joy and happiness that comes with being together with friends, family, and those we love.”
DDB Sydney executive creative director, Matt Chandler, added, “This is the summer of being reunited, of roads packed with people off to see loved ones, or going on holidays. And a road trip just isn’t the same without a trip to Macca’s. This campaign is all about capturing the thrill of being together and lovin’ it. Because as a wise man once said, ‘We’ve got each other and that’s a lot.’”
Supporting the platform is a collection of summer Together & Lovin’ It brand partnerships, collaborations, promotions, and new menu items, including the recently announced Tim Tam McFlurry, Chicken Big Mac, Big Mac Bacon, Onion Rings, and BBQ Sauce, with more to come.
The campaign also features media sponsorships, including sing-a-long movies with Moonlight Cinema, and Macca’s Summer of Spin with Warney and Vaughny (cricketers Shane Warne and Michael Vaughan).
The first work as part of the new platform caps off DDB’s 50th year of partnership with McDonald’s locally. The brand celebrated its 50th Australian birthday in July with a campaign thanking customers and crew members.
Credits:
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
Marketing Director: Tim Kenward
Senior Brand Manager: Liz Whitbread
Brand Manager: Chloe Brannagan
Creative, digital and PR agencies: DDB Group Sydney – DDB Sydney, Tribal Australia, and Mango Communications
Media agency: OMD
Production company: Scoundrel
Director: Tim Bullock
Producer: Morgan Benson-Taylor
Executive Producer: Adrian Shapiro
DOP: Shelley Farthing- Dawe
Production Designer: Miles Pitt
Post-Production: Adam Wills
Editor: Adam Wills
Colourist: Fergus Rotherham
Flame: Soren Dyne
Sound: Sonar
Executive Producer: Sophie Haydon
Sound Design: Timothy Bridge
