McDonald’s UK is known for its emotive stories by Leo Burnett London and this year’s Chrissy ad will give your heart a little squeeze again. This year, though it’s not about family relationships. It’s about Santa’s.

And McDonald’s healthiest option, its carrot sticks, are in the spotlight. McDonald’s has rebranded these as Reindeer Treats, and in the film, Santa makes a Chrissy Eve stopover at a McDonald’s to refuel his flagging reindeer because all the families he has visited have left him mince pies but not carrots for the reindeer.

The campaign aims to make McDonald’s the refuelling pitstop during the hectic lead-up to Christmas. It’s quite likely that it will also make Reindeer Treats the hot item on the menu – even if they’re not consumed by littlies.

The film is running in the UK on TV, cinema, VOD and social, launching on November 18 with the full 90-second ad following a series of teaser idents. In a media first by OMD UK, the campaign launched with a broadcaster integrated partnership across ITV, Channel 4 and Sky. The ad will run in 60-second, 40-second, and 30-second versions for six weeks.

McDonald’s has also created a digital experience on Snapchat, ‘through a lens-based’ game that transforms the player’s face into a reindeer and prompts them to catch as many falling carrots as possible. The number of carrots caught can then be used as fuel for Father Christmas’ reindeer, determining how fast they fly through the sky. Snapchat filters are available for customers visiting McDonald’s restaurants.

The #ReindeerReady website will host a number of competitions too, including a Christmas jumper giveaway and an animated e-book for parents and children to read together in the lead up to Christmas. On Christmas Day itself Reindeer Ready Live returns. The augmented reality tool allows parents to capture the magical moment a reindeer enters their home at Christmas to share with their children.

Chaka Sobhani, chief creative officer at Leo Burnett London, commented, “After last year, we wanted to build even more fun ways to help get the country Reindeer Ready. With a unique and playful Snapchat lens and filters, an exclusive reindeer e-book, Christmas jumper giveaways, Festive branded carrots and the magical story of Father Christmas and his Reindeer, we hope this year’s McDonald’s campaign warms the hearts of the nation and captures a bit of the magical anticipation of Christmas.”

Credits: 

Agency: Leo Burnett London

Chief Creative Officer: Chaka Sobhani

Creative Director: Pete Heyes

Creatives: Andrew Long & James Millers

Head of TV Production: Graeme Light

Client Services Director: Layla Potter

Board Account Director: Bethany Watts

Account Management: Jassmine Wixon, Felicity Davies, Robert Ellen, Callum Matthews & Thomas Schofield

Head of Planning: Max Keane

Planner: Catherine Owen

Senior Digital Strategist:  Carl Juresic

Senior Project Manager: Emily Green

Senior Social Media Manager: Rory O’Neill

Head of Design: Phil Bosher

Deputy Head of Design: Paul Reddington

Designer: Kinda Savarino

TVC Production Company: Outsider

Director: James Rouse

Producer: Benji Howell

Editor: Art Jones at Work Editorial

VFX: Framestore

VFX Supervisor: Ben Cronin

CG Supervisors: Ahmed Gharraph & Grant Walker

2D Supervisor: Suzanne Jandu

Head of Animation: Ross Burgess

Animation Lead: Gez Wright

Lighting Lead: Mathias Cadyck

Asset Leads: Joel Best, Gabriela Salmeron, Andrew Butler

Colourist: Steffan Perry

Senior Producer: Josh King

Line Producer: Lucy Grist

Production Coordinator: Emma Hughes

Audio Company: Factory

Sound Engineer: Anthony Moore

Client: McDonald’s UK

Marketing Director for Brand Experience and Media: Ben Fox

Senior Brand Manager: Hannah Pain

Assistant Brand Manager: Sophie Williams

Campaign Assistant: John McClure

MPC Creative

Creative Director: Andre Assalino

Interactive Producer: Sinead Catney

Animators: Jess Gaynor & Paul Hunt

Front end developer: Joao Pescada

Back end developer: Jamie Whittle

Designers: Bruno Amorim & Adriano Esteves

eBook

Writer and illustrator: Alex Latimer