Since McDonald’s arrived in Australia – in Yagoona – in 1971, Australians have been creating their own Macca’s traditions. These range from the understandable bunny-hopping through the Drive-Thru on your P Plate to the unfathomable dipping fries in sundaes.
DDB Sydney has captured these in an anniversary film that reminds Australia McDonald’s is embedded in its culture.
The agency has also created a second brand TVC that thanks Macca’s crew members past and present who have kept the doors open for 50 years. Both are set to Daryl Braithwaite’s classic Aussie tune, The Horses.
McDonald’s 50th Australian birthday also marks McDonald’s 50th anniversary with its creative agency, DDB.
DDB Australia chief creative officer Ben Welsh, commented, “Macca’s brought the Drive-Thru, Australia brought the road trip. Thanks for 50 years of Happy Meals and Hash Browns.”
The 10-week campaign is running across TV, OOH, social, digital, print, and radio.
OOH and print executions pay homage to the perfect pairing, Drive-Thru and a road trip and acknowledge that while We arrived as McDonald’s, you made us Macca’s.
Macca’s milestone birthday also includes limited-time food items such as the Birthday Cake McFlurry, activations and merch collaborations with famous Aussie designers.
McDonald’s Australia national marketing manager Amanda Nakad, stated, “Aussies have welcomed Macca’s into their lives for 50 years – from birthday parties and road trips, to late-night snacks and post-match feeds. Combined with our crew, they made us who we are today.”
Credits:
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
National Marketing Manager: Amanda Nakad
Senior Brand Manager: Nichole Tsiros
Creative Agency: DDB Sydney
PR: Mango Communications
Media: OMD
CRM: Digitas
In-Restaurant: Guihen Jones
Partnerships: The Joester Loria Group
Promotional Merchandise: The Marketing Store