Deragliando senza remore dal tono sentimentale tipico della comunicazione del periodo natalizio, McDonald’s Uk ha lanciato la campagna “McDonald’s Christmas Grinched” che vede il dispettoso personaggio verde sabotare tutto quello che la marca ha organizzato in vista del Natale.
La idea Leo Uk, insieme alle agenzie Omd per il media, Red Consultancy per le Pr, TMW per il CRM, Linney per le comunicazioni nei punti vendita e TMS per licenza e merchandise.
L’operazione integrata e cross-channel ha contato su un’attivazione in più fasi. Il teaser ha creato attesa attraverso i canali social organici, ooh e audio-video, mostrando una figura misteriosa che si intrometteva nei piani di McDonald’s. Dopo l’apparizione ufficiale del Grinch in uno spot del McDelivery in prime time, è seguita un’installazione che rivelava il “Master Plan” del Grinch, con annotazioni illustrate dei suoi piani d’attacco e voci del menu McDonald’s “Grinched”.
Oggi la campagna è entrata nel vivo con la pianificazione su tutti i canali media di messaggi contrassegnati dalla zampata del Grinch e dai suoi scarabocchi e la presentazione dei piatti “Grinched”: nei ristoranti le persone potranno ordinare un Grinch Meal include un Big Mac, 9 McNuggets o un McPlant e Grinched McShaker Fries, una bevanda a scelta con calzini spaiati a tema Grinch in regalo.
Altri piatti sabotati dal personaggio sono la Grumble Pie, il Mischief McFlurry e la Frozen Grinch lemonade. Un’installazione speciale a Great Eastern Street a Londra mostra il Grinch che sferruzza i suoi calzini spaiati, a grandezza naturale.
Le creatività prevedono messaggi giocosi e promozioni radio, in-store e digitali in-app nelle quali il Grinch sabota McDonald’s abbassando i prezzi, mappe digitali Uber e Citymapper ‘hackerate’ con icone del Grinch presso i ristoranti McDonald’s mentre annunci social invitano i fan a trasformarsi in mostri verdi con un filtro Snapchat interattivo.
A chi non fosse fan del personaggio, McDonald’s Uk si rivolge con lo spot da 30” dell’anno scorso, in linea con altri mercati globali.
CREDITS
Campaign Title: “McDonald’s Christmas Grinched”
Client: McDonald’s
Advertising Agency: Leo UK
CCO: Mark Elwood
Executive Creative Director: Andrew Long
Creative Directors: James Hodson, Jason Keet
Creatives: Jas Nandoo, Geo Fischer
Executive Design Director: David Allen
Senior Designer: Natalie Shortt
Studio Director: Ricky Pettiford
Motion Designer: Milan Mezei
Head of Strategy: Joe Beveridge
Planning Director: Joe Crust
Senior Comms Planner: Imo Gowen
Senior Project Manager: Adrienne Broadhead
Junior Project Manager: Florence Olowookere
Managing Partner: Layla Potter
Business Director: Jay Perry
Senior Account Director: Charlotte Crawley
Senior Account Manager: Natasha Meisel
Account Manager: Catia Fernandes Poon
Account Executive: Zoe Buchalter
Account Executive: Gabriella Joseph
Head of McDonald’s Production: Anna Cartwright
Senior Producer: Georgia Morris
Broadcast Affairs Coordinator: Michelle Ward
Radio Producer: Adam Furman
Leo UK – Organic Social Team
Content Creative: Rhianna Puddifant
Creative Director: Ben Hooper
Content Producer: Ariana Balsaras
Social Media & Community Manager: Shanice Baker
Junior Content Designer: Hannah Lacey
Client: McDonald’s
Chief Marketing Officer: Ben Fox
Marketing Director: Matthew Reischauer
Head of Marketing: Chloe Bissell
Head of Marketing: Hannah Pain
Marketing Manager: Alexandra Martin
Brand Manager: Emma Pellegrinelli
Campaign Assistant: Abi Campbell
Marketing Manager: Jo Conlon
Marketing Manager: Alice Pavey
Marketing Manager: Alexandra Martin
Brand Manager: Annabel Ranken
Campaign Assistant: Amelia Haywood
Senior Brand Manager: Georgia Pell-Johnson
Marketing Executive: Kai McHugh
Campaign Assistant: Callum Wheeldon
Digital & Social Team:
Marketing Manager: Steph Pullen
Brand Manager: Elspeth Allen
Marketing Executive: Jai Dasgupta
Campaign Assistant: Imogen Trower
Social Media Marketing Manager: Ana Saffer
McDonald’s ROI:
Senior Brand Manager: Joanna Maycock
Marketing Manager: Steph Pullen
Brand Manager: Elspeth Allen
Marketing Executive: Jai Dasgupta
Campaign Assistant: Imogen Trower
Social Media Marketing Manager: Ana Saffer
PRODUCTION
AV Production Company & Director (original asset): James McEflroy @ Alfredo Films
Social & Digital Promo Production Company: Ryan Smith @ Counsel
McDelivery Production Company & Director: Ninian Doff @ Creators Inc
Social Editor: Sara Faulkner & Charlie Von Rotberg @ Stitch
McDelivery Editor: Leo King @ Stitch
Food Production Company: Darling Films
Food Director: Scott Grummett
Food Producer: Kelly Doyle
Food Offline Edit: Adam Rudd @ Whitehouse Post
Sound Design: James Benn & Rachel Scott
Post Production: Black Kite
Post EP: Hannah Ruddleston
Post Producer: Dale Amanda Heron
Colourist: George Kyriacou
VFX: Jack Stone, Matt Hutchins, James Marshall, Mark Stannard, James Belch
VFX Shoot Supervision: David Mellor, Mark Stannard
Media: OMD
Business Director: Emma Gilmore
Media Business Director: Erin Kelley
Strategy Director: Josh Deane
Associate Director: Holly Rosier
Account Manager: Eddie Fisher
Account Manager: Reilly Sadowski-Synnott
PR & Talent Agency: RED
Account Lead: Lucy Hird
Account Director: Julianne Power
Account Director: Louise Keenan
Consumer PR Consultant: Charlie Madsen-Pilcher
Senior PR Consultant: Scarlette Matthews
Linney
In Restaurant Creative Agency: Linney
Account Lead: Juliet Leah
Account Manager: Nicola Faulkner
Creative Account Director: Stephanie Powney
Creative Account Manager: Kara Minnis
TMS
Business Director: Stephanie Storey
Senior Account Manager: Kristen Lane
Account Manager: Alex Hitchen
TMW
Business Director: Claire Wilson
Account Director: Amun Grewal
Senior Planner: Alfie Webster
Senior Account Manager: Elliott Olden
