McDonald’s celebrates crewmembers in ‘Appetite Needs Opportunity’ campaign via DDB Sydney
CB Exclusive: McDonald’s Australia has launched a brand campaign, Appetite Needs Opportunity, via DDB Sydney which celebrates the people that make the Golden arches great.
Led by a 60-second film, the campaign explores the stories of five crewmembers from around Australia, whose determination, positivity, energy, ambition and work ethic has taken them all on a path of success professionally and personally. The film takes you on a journey with Delaney, Sam, Natalie, Megan and Samtui – showcasing life at McDonald’s, and their great personal triumphs and endeavours.
Says Jo Feeney, director of marketing, McDonald’s Australia: “We have a huge number of fantastic young people who work for McDonald’s so it was only fitting that we tell Australia how awesome our Macca’s people are.
“I love the stories in this campaign, and I hope they’ll show our customers and potential employees alike, that at McDonald’s, we believe that if you’ve got the appetite to succeed, we’ll provide you with the opportunity to set you up for life at McDonald’s and beyond.”
The film will run across digital platforms, TV and is supported by a series of five content pieces.
Says Ben Welsh, CCO, DDB Sydney: “We were blown away with how driven these young kids were. Our idea is simply a stage on which these inspiring young Australians perform. Justin’s cinematic approach allowed them to truly shine.”
The campaign will also run across social with a social campaign developed by VML Australia aimed at answering the commonly asked questions from Australians about working at McDonald’s. In four short films, crewmembers answer questions around training, career progression and their ‘typical’ day to help Australians understand what it’s really like to work behind the Macca’s counter.
The campaign will also be leveraged through PR with Eleven profiling crew and their stories across media channels.
Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Creative Partner: Steve Jackson
Senior Art Director: Jason Woelfl
Senior Copywriter: Sam Pascoe
Senior Digital Producer: Emma Fyfe
Design Director: Ramon Rodriguez
Senior TV Producer: Jacqui Gillies
Managing Director: Nicole Taylor
Group Business Director: Lisa Hauptmann
Business Director: Lisa Little-Cain
Chief Strategic Officer: Fran Clayton
Planning Director: Caroline Ghatt
Production Company: Goodoil Films
Director: Justin McMillan
Producer: Hamish Roxburgh
Head Of Production: Chana McLallen
Executive Producer: Sam Long
DOP: Tim Tregonning
Editor: Simon Njoo / One Egg Is Enough Editorial
Post Production: The Editors
Sound Designer/Engineer: Simon Lister / Nylon
Music Supervisors: Karl Richter & Claire Lothian / Level Two Music Song and Artist: “Drinkee” Sofi Tukker
Social: VML
Media: OMD
McDonald’s Australia:
Chief Marketing Officer: Jenni Dill
Director of Marketing: Jo Feeney
Group Brand Manager: Elise Sproll
Brand Manager: Jordan Escobar
14 Comments
A brand in challenging times, yet the work still feels relevant.
Me likey
It feels like a cookie-cut-out approach to shooting and editing.
Nothing new from the prod-crew.
Think the Creative is very relevant though.
You sound like a real douche.
Nothing new from you.
Think your moniker is pretty neat though
You are very funny and just made me giggle.
The spot looks great in my opinion by the way.
What a waste of a good track.
This ad looks well made, but lacks any sort of real substance. It’s purely superficial. It’s saying that you shouldn’t just be a burger flipper and McDonald’s is more than that, yet they give examples of young kids who worked at McDonald’s while DOING other things more beneficial like studying. The focus is on going to university and doing other things, McDonald’s is merely supplemental. To say that it’s all thanks to McDonald’s is just laughable. There is no real greatness from McDonalds. It’s just over exploiting cheap labour by paying minimum wage to young kids and cutting staff hours where ever possible for maximum profits. Nothing genuine or honorable about that lol. I can guarantee you that all the people that were great at McDonald’s are great because they soon quit and they went on to real big careers without looking back at McDonalds.
Pull back mate, pull back before you get lost in there.
It’s only an ad. Shhh…. it’s ok… don’t overthink it buddy…
It’s an ad…
These are great. Watched all of them.
For anyone in the Albion area – I hid a cheap bottle of vodka in that hedge back in ’06. Can someone check and see if it’s still there?
Good message, lots say a job at Maccas isn’t an end in itself. This shows the best case scenario of that. Funny that the music actually sounds a bit like it has the Maccas musical signature in it even though it’s a real song from a euro group. But the music is soooo fatiguing that it makes the ad feel laboured and tiring.
What is the name of the cool track for this new add?
For everyone asking what the song is, it is SOFI TUKKER – Drinkee.
Why can’t I find a translation for the song on the ad?? How about some subtitles?? It’s a catchy tune but I don’t know what it’s saying!!
@ English subtitles:
Here’s a translation –
Maccas makes you fat
But we won’t say that
So instead here’s some kids
Everyone likes kids
Some of them are losers
Some are drug abusers
But at least they have a job
Flipping trans fat burgers
One of them’s a star
Another bought a car
The other will go far
Nothing to do with us
We just provide a job
For the average working slob
If you lack imagination
Come work for Maccas Corporation