CREATE AN INTEGRATED CAMPAIGN THAT CELEBRATES THE INHERENT DEMOCRACY OF THE McDONALD’S BRAND
Integrated Communication Brief set by: Matthew Watts Job title: Planner, Leo Burnett Sponsored by: McDonald’s
The Brief: Create an integrated campaign that celebrates the inherent democracy of the McDonald’s brand. Proposition: The People’s Restaurant; Itdoesn’t matter who you are or where you come from there’s a McDonald’s for everyone. Target Audience: The message should be relevant to everyone but your main focus should be on engaging people aged 16-34. These are people who’ve begun to notice change and sense momentum around the brand. It’s a place they feel welcome and comfortable – somewhere they can be themselves. A diverse set ofindividuals bound by shared experiences and rituals we can all relate to, because we all have a favourite at McDonald’s. Tone of Voice The tone should… • Be honest and affectionate, not rosetinted or aspirational. • Be self-deprecating, not take itself too seriously or be too worthy. • Have a British sensibility, feel like an insider in British culture rather than an outsider. Considerations: • All ideas,executions or acts have to capture the essence of the proposition and be engaging. • It should have a warmth that evokes the lovely familiarity of McDonald’s. • Think about ideas based on observations everyone can relate to, or human truths with a fresh spin, about the emotional as well as practical roles that McDonald’s – brand and restaurant – can play in British lives. • Strong work willpresent ideas that extend beyond mainstream media channels.
Further Information: www.mcdonalds.co.uk www.dandad.org/studentawards @baby_pencils Deliverables: This category will be judged in two rounds with physical work not required until round two. Please see the Formatting Guidelines for more information. Background: McDonald’s has woven its way into the fabric of Britain since the first of 1,200restaurants was opened here in 1974. It’s the UK’s favourite restaurant, serving over 3 million customers a day. But in the late 1990s to early 2000s McDonald’s started to seem less relevant to its customers in the UK. At the centre of a perfect storm with out of date restaurant interiors, a menu which hadn’t changed in around 30 years and at the forefront of the obesity debate in the UK, the brandhad become fashionable to dismiss and out of touch with the major trends in society. As a result the company refocused around a clear vision – being a modern progressive burger company – and overhauled just about every aspect of the business and the way it presented itself.
Deadline for this brief: All work must be uploaded at www.dandad.org/studentawards by Friday 4 March 2011. Benefits:Details on additional benefits for the briefs will be announced during November.
D&AD Student Awards 2011
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