Restaurant chain McDonald’s is celebrating its authentic role in British youth culture with a stripped-back new campaign that illustrates how young adults have taken ownership of the brand.
Devised by creative agency Leo Burnett UK, the campaign is centred around a 60-second hero film that shows no food, no restaurant and doesn’t even mention the full McDonald’s name, instead focusing on the myriad of nicknames that young people have given the fast food chain.
Directed by Iconoclast, the spot is the result of an ongoing collaborative panel of 16-24 year-olds which has given McDonald’s the insight that its restaurants are one of the only public places young adults feel they can really take ownership of.
“When the team first presented this idea I was filled with joy, because it’s not always easy to be young. This is especially true today, with an increased lack of provisions and spaces for our young people,” McDonald’s marketing director, Matt Reischauer said.
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“This campaign celebrates their wit, charm, and sometimes awkward realities and we are frankly honoured to be a place they choose to spend time together, where they can be themselves.”
With media planning and buying handled by OMD UK, the creative will run via TV, social media and out-of-home executions that will bring McDonald’s diverse range of nicknames to life between 4-6pm.
Leo Burnett UK ECDs, Andrew Long and James Millers added: “Whether it’s Maccers, McD’s or even McDizzles, young adults all have their own slang for McDonald’s.
“This latest campaign celebrates that fan truth in a truly populist way, that we’ve co-created with our audience every step of the process.”
