The holiday season is a time of joy, generosity, and, let’s face it, stress. In a bustling world of crowded malls and endless to-do lists, McDonald’s and Leo Burnett have crafted a campaign that not only acknowledges this holiday chaos but offers a glowing reminder to savor simple, joyful moments. Aptly named The Gift of McDonald’s, the initiative is a multi-dimensional campaign designed to provide a festive escape for everyone craving a moment of respite.
A Cinematic Delight: The Gift of McDonald’s
At the heart of the campaign lies a 60-second cinematic masterpiece. The ad captures a relatable scene of two parents decompressing in their car after an overwhelming day of holiday prep. Their spontaneous decision to visit McDonald’s transforms into a spectacular visual journey, as the iconic Golden Arches light up a whimsical, larger-than-life world.
Under the masterful direction of Nicolai Fuglsig, the ad juxtaposes the relatable with the extraordinary. With Benny Benassi’s pulsating track Satisfaction building in intensity, the scene evolves into a symphony of glowing ribbons, neon-lit signs, and cheerful inflatable characters that seem to dance with holiday cheer. The pièce de résistance? A tower block that magically transforms into the layers of a Big Mac. This playful display culminates with the parents receiving their own Gift of McDonald’s, embodying the campaign’s core message: amidst the festive frenzy, we all deserve a moment of joy.
Beyond the Screen: An Interactive Festive Adventure
McDonald’s doesn’t stop at captivating visuals; the campaign extends into the real world through interactive and immersive experiences. The McDonald’s Gift Drop invites fans across the UK to hunt for hidden festive tags in unexpected places—from bus stop panels illuminated in festive hues to in-restaurant decor. With these tags, lucky participants can unlock daily offers, win free food, or even snag exclusive merchandise via the McDonald’s App.
This level of gamification transforms the act of dining into an adventure, seamlessly merging holiday excitement with brand engagement.
Festive Collectibles: A Slice of McDonald’s Cheer
The campaign also taps into the growing trend of collectible merchandise, launching a line of festive-themed goodies. From Grimace bucket hats to McDonald’s Christmas lights, these items are designed to add a dash of humor and nostalgia to the holiday season. Fans can access these collectibles through giveaways, the app’s MyMcDonald’s Rewards tiers, and a dedicated e-commerce platform, Golden Arches Unlimited.
This thoughtful addition turns McDonald’s into more than a meal stop; it’s a source of unique, shareable holiday cheer.
A Menu That Feels Like a Gift
Of course, no festive campaign would be complete without seasonal culinary delights. McDonald’s festive menu introduces indulgent options like the Cheesy McCrispy and the Terry’s Chocolate Orange Pie alongside returning classics like the Big Tasty. Promoted through a series of short, playful ads, these items embody the campaign’s mission of offering small, comforting moments in a hectic season.
Marketing Magic: A Collaboration That Shines
Behind this campaign’s success is a powerhouse collaboration of creative and strategic talent. Leo Burnett’s imaginative storytelling shines in the campaign’s visual and thematic elements, while partners like RED Consultancy, OMD UK, and Armadillo ensure a seamless blend of PR, media, digital, and CRM strategies. This integration reflects a shared goal: making McDonald’s a holiday staple not just for food, but for memories and experiences.
Capturing the Heart of the Holidays
Michelle Graham-Clare, McDonald’s Chief Marketing Officer, sums up the campaign’s spirit: “With long gift lists, crowded shops, and endless wrapping, it’s easy to forget to take a moment for yourself or with your loved ones. That’s why we’re reminding everyone that the perfect festive break is always just around the corner.”
Through this campaign, McDonald’s transforms itself into a beacon of comfort and joy, lighting up not just the festive season but the hearts of its customers. With The Gift of McDonald’s, they deliver more than food; they deliver moments of lightness, magic, and connection during the busiest time of the year.
CREDITS
CAMPAIGN TITLE: The Gift of McDonald’s
CLIENT: McDonald’s
ADVERTISING AGENCY: Leo Burnett
McDonald’s
Brand
CHIEF MARKETING OFFICER, S.V.P: Michelle Graham-Clare
MARKETING DIRECTOR: Matt Reischauer
HEAD OF MARKETING, BRAND: Chloe Bissell
MARKETING MANAGER: Emma O’Neill
SENIOR BRAND MANAGER: Harry Jessop
BRAND MANAGER: Emma Pellegrinelli
CAMPAIGN ASSISTANT: Abi Campbell
Digital
CHIEF MARKETING OFFICER, S.V.P: Michelle Graham-Clare
DIRECTOR, DIGITAL & MEDIA: Kat Howcroft
MARKETING MANAGER: Stephanie Pullen
SENIOR BRAND MANAGER: Harry Jessop
ASSISTANT BRAND MANAGER: Sam Hewitt
CAMPAIGN ASSISTANT: Imogen Trower
Food
CHIEF MARKETING OFFICER, S.V.P: Michelle Graham-Clare
MARKETING DIRECTOR: Matt Reischauer
HEAD OF MARKETING, FOOD: Ben Sherburn
MARKETING MANAGER: Jo Conlon
SENIOR BRAND MANAGER: Harry Jessop
BRAND MANAGER: Nasia Vassiliou
CAMPAIGN ASSISTANT: Dina Shalaby
Agency (Brand)
CCO: Mark Elwood
EXECUTIVE CREATIVE DIRECTORS: Andrew Long & James Millers
CREATIVES: Cicely Alderson & Lisi Davis
HEAD OF DESIGN: David Allen
DESIGNERS: Tomek Drozdowski (Design Lead), Matt Slater, Roxana Iriciuc, Carmen Perez Jimenez, Bey Redding-O'Brien, Danny Flint, Milan Mezi
DEPUTY CSO: Tom Sussman
PLANNING PARTNER: Hamish Cameron
SENIOR PLANNER: Beth Mackenzie
BUSINESS LEAD: Layla Potter
BUSINESS DIRECTOR: Steph Bates
ACCOUNT DIRECTOR: Charlotte Crawley
SENIOR ACCOUNT MANAGER: Sian Davidson
ACCOUNT EXECUTIVE: Dom Thomas
LEAD PROJECT DIRECTOR: Siobhan Mulcahy
PROJECT DIRECTOR: Simon Jerome
CHIEF PRODUCTION OFFICER: Emily Marr
AGENCY PRODUCER: Hector Murray
AGENCY ASSISTANT PRODUCER: Sara Gill
Agency (Digital)
CCO: Mark Elwood
EXECUTIVE CREATIVE DIRECTORS: Andrew Long & James Millers
CREATIVE DIRECTOR: Ben Hooper
CREATIVES: Cicely Alderson & Lisi Davis
HEAD OF DESIGN: David Allen
DESIGNERS: Tomek Drozdowski (Design Lead), Matt Slater, Roxana Iriciuc, Carmen Perez Jimenez, Bey Redding-O'Brien, Danny Flint, Milan Mezi
DEPUTY CSO: Tom Sussman
PLANNING PARTNER: Hamish Cameron
SENIOR PLANNER: Beth Mackenzie
BUSINESS LEAD: Layla Potter
BUSINESS DIRECTOR: Steph Bates
ACCOUNT DIRECTOR: Charlotte Crawley
SENIOR ACCOUNT MANAGER: Sian Davidson
ACCOUNT EXECUTIVE: Dom Thomas
LEAD PROJECT DIRECTOR: Siobhan Mulcahy
PROJECT DIRECTOR: Simon Jerome
CHIEF PRODUCTION OFFICER: Emily Marr
AGENCY PRODUCER: Hector Murray
AGENCY ASSISTANT PRODUCER: Sara Gill
Agency (Food)
CCO: Mark Elwood
EXECUTIVE CREATIVE DIRECTORS: Andrew Long & James Millers
CREATIVE DIRECTOR: Hayley Power
CREATIVES: Rory Hall & Steph Ellis
HEAD OF DESIGN: David Allen
DESIGNERS: Tomek Drozdowski (Design Lead), Matt Slater, Roxana Iriciuc, Carmen Perez Jimenez, Bey Redding-O'Brien, Danny Flint, Milan Mezi
DEPUTY CSO: Tom Sussman
PLANNING PARTNER: Hamish Cameron
SENIOR PLANNER: Beth Mackenzie
BUSINESS LEAD: Layla Potter
BUSINESS DIRECTOR: Steph Bates
ACCOUNT DIRECTOR: Charlotte Crawley
SENIOR ACCOUNT MANAGER: Natasha Meisel & Sian Davidson
ACCOUNT EXECUTIVES: Dom Thomas & Amy Neal
LEAD PROJECT DIRECTOR: Siobhan Mulcahy
PROJECT MANAGER: Adrienne Lindeque
CHIEF PRODUCTION OFFICER: Emily Marr
AGENCY PRODUCER: Georgina Pearson
PRODUCTION (BRAND & DIGITAL)
PRODUCTION COMPANY: MJZ
DIRECTOR: Nicolai Fuglsig
PRODUCER: Tim Wild
EDITOR: Rick Russell @ Final Cut
POST PRODUCTION COMPANY: Black Kite Studios
COLOURIST: Richard Fearon @ Black Kite Studios
POST PRODUCERS: Hannah Ruddleston, Olivia Donovan
SOUND ENGINEER: Sam Ashwell @ 750mph
AUDIO PRODUCER: Olivia Ray
Production (Food)
PRODUCTION COMPANY: Darling
DIRECTOR: Scott Grummett
PRODUCER: Kelly Doyle
EDITOR: Adam Rudd @Whitehouse Post
POST PRODUCTION COMPANY: Black Kite Studios
COLOURIST: George Kyriacou @ Black Kite
POST PRODUCERS: Hannah Ruddleston, Olivia Donovan
SOUND ENGINEER: Jake Ashwell @ 750mph
AUDIO PRODUCER: Carla Thomas
MEDIA BUYING AGENCY: OMD
CLIENT DIRECTORS: Emma Gilmore, Holly Rosier, Elise Grimstone
CLIENT MANAGERS: Lewis Michael, Eddie Fisher
STRATEGY DIRECTOR: Chris Mitchwell
STRATEGIC, CREATIVE, TECHNOLOGY AND SOURCING AGENCY: tms
SVP, CLIENT ENGAGEMENT: Emma Maynard
STRATEGIC LEAD: John Viccars
BUSINESS DIRECTOR: Stephanie Storey
ACCOUNT TEAM: Alina Miculescu, Kristen Lane, Alex Hitchen, Yagna Carreno
VP DIGITAL DELIVERY: Rina Kennedy
DIGITAL DELIVERY DIRECTOR: Rob Bond
DIGITAL PROJECT MANAGER: Frankie Hitch
EXECUTIVE CREATIVE DIRECTOR: Stephen Bushe
SENIOR ART DIRECTOR: Anna O’Callaghan
COPYWRITER: Lydia D’Souza
DESIGN DIRECTOR: Chris Noone
SENIOR DESIGNER: Dan Fitzpatrick
DIGITAL DESIGNER: Phillipa Knight
JUNIOR UI DESIGNER: Ines Botequilha, Shardai Dawkins
UX DESIGNER: Alessandra Maccario
CREATIVE TECHNOLOGY DIRECTOR: Hils Jakison
GAMES OPERATIONS DIRECTOR: Jeanette Butler
GAMES OPERATIONS MANAGER: Chloe Gatrell
TECHNOLOGY DIRECTOR: Dimith De Alwis
DEVELOPERS: Rowan McMahon, Sabrina Lamont, Eohan Moran, Mark Wong
PR AGENCY: Red
MANAGING DIRECTOR: Barbara Watson
PR DIRECTORS: Lucy Hird & Caitlin Hocking
PR Manager: Julianne Power
POP ACTIVATION AGENCY: Linney
CREATIVES: James Reeves & Hayley Hatfield
ACCOUNT MANAGERS: Juliet Leah & Lee Wardle
ACCOUNT DIRECTOR: Stephanie Powney
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