McDonald’s gets set for summer with launch of ‘Do Summer’ campaign via DDB Sydney


Screen shot 2012-11-15 at 2.25.49 PM.jpgDDB Sydney and McDonald’s Australia have this week launched an exciting new brand TVC just in time for summer. The Do Summer campaign centres on celebrating the ‘summer moments’ Australians and New Zealanders know and love, at McDonald’s.

Based on the insight that summer is spontaneous, full of possibilities and fun, and having the freedom to be, Do Summer showcases McDonald’s love for the best bits of summer, welcoming those ‘summer moments’ into McDonald’s restaurants across the nation.

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Says DDB Sydney, Creative Director, Richard Morgan: “In summer everyone’s a bit more laid back and relaxed. These are timeless summer moments that all of us Aussies and Kiwis recognise, so it felt right to bring the spot to life in a way that’s both modern and retro at the same time. Above all, the ad really aims to capture the spirit of McDonald’s summer in an accessible way,” said Morgan.

DDB Sydney, Creative Director, Cam Hoelter says that this is just the start of McDonald’s Do Summer campaign: “This new TVC is the first installment in the Do Summer campaign. Over the coming weeks, DDB Sydney will be launching a number of installments which build on this strong summer platform, while raising awareness of new McDonald’s products, including the Smokey BBQ Bandit, Blazing Omelette McMuffin and the Mango & Pineapple Smash,” said Hoelter.

Says McDonald’s Australia, Director of Marketing, Madeleine Fitzpatrick: “It was fantastic to be able to create a campaign which embraces summer in all it’s glory and show McDonald’s customers that this year, summer rules will apply at all McDonald’s restaurants. Whether it’s the barefoot hop across the carpark, flick of the sunnies or water in your ear, it’s all being celebrated by McDonald’s this summer,” said Fitzpatrick.

The campaign also features real McDonald’s crew members and will run across Australia and New Zealand, is supported by radio, out of home, press and digital.


Executive Creative Director: Dylan Harrison, DDB Sydney

Managing Partner: Richard Morewood, DDB Sydney

Creative Directors: Cam Hoelter and Richard Morgan, DDB Sydney

Senior Producer: Amanda Bennie, DDB Sydney

Account Director: Carly Pratt, DDB New Zealand


Production: Prodigy Films

Director: Steve Hudson

Producer: Marge McInness

DoP: Jeremy Rouse

Music: Electric Dreams


Chief Marketing Officer: Mark Lollback

VP/Director of Marketing: Madeleine Fitzpatrick

Senior Brand Manager: Jennifer Lim

Brand Manager: Luke Pavan