| Title | WHAT WE LOVE |
| Brand | McDONALD'S |
| Product/Service | McDONALD'S |
| Category |
B04. Use of Original Composition for a Brand or Campaign |
|
Entrant
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Idea Creation
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Idea Creation 2
|
THJNK Hamburg, GERMANY
|
|
Production
|
SOUP FILMPRODUKTION Berlin, GERMANY
|
|
Additional Company
|
TRO Duesseldorf, GERMANY
|
|
Additional Company 2
|
McDONALD'S DEUTSCHLAND Munich, GERMANY
|
Credits
| Andreas Pauli |
Leo Burnett Germany |
CCO |
| Armin Jochum |
Thjnk AG |
CCO |
| Joerg Hoffmann |
Leo Burnett Germany |
Creative Director |
| Michael Ohanian |
Thjnk AG |
Creative Director |
| Sean Kirby |
Thjnk AG |
Creative Director |
| Till Rothweiler |
Leo Burnett Germany |
Senior Art Director |
| Viktor Kislovskij |
Leo Burnett Germany |
Art Director |
| Andreas Daum |
Leo Burnett Germany |
Senior Copywriter |
| Alexander Wieland |
Thjnk AG |
Account Director |
| Christian Hibbeler |
Thjnk AG |
Agency Producer |
| Matt Smukler |
Soup Film |
Director |
The Campaign
To refuel a claim like „I’m lovin’ it“, there is no better day during the year than the day of love – Valentine’s Day. Our idea was to focus on the very unique ordering style everybody has when they go to McDonald's and create a love story around it.
Creative Execution
Following our motto „what you once loved, you never forget“, we wanted people to recall their love for McDonald’s on February 14th: with our heart warming commercial about two teenagers, who spent an unforgettable summer together and meet again after several years – all thanks to one very unique order.
„What we love“ became the metaphorical arrow of love into the heart of our target audience: Within 24 hours it generated over 3 million views, 36k likes and close to 5k shares on Facebook alone. Additionally, many people commented very positively on the film and expressed their love for McDonald’s. That’s how we were able to relight the fire of the brand’s core „I’m lovin’ it”.
The music of "What we love" was written for especially for this commercial and supports the dramatic story-flow of the spot. It reflects the emtional rollercoaster ride of the two main characters as the story unfolds and culminates in an touching crescendo when they both meet again.
Since the strongest decline in McDonald's popularity occurs among the younger target audiences, we chose to air our commercial primarily on social media namely Facebook and YouTube.