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TBWA\NEBOKO Orchestrates Symphony For McDonald's Customers

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Robert Goldrich
Friday, Feb. 17, 2017

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A live orchestra plays as customers in a McDonald’s restaurant experience the sensory delight of a Maestro Burger. Directed by Roel Welling via WeFilm, this spot is part of the “Always Open for Good Times” campaign conceived by TBWA\NEBOKO, Amsterdam, for McDonald’s Netherlands.

A 60-piece live orchestra performs a powerful, melodic composition in sync with several customers as they bite into the sandwich. Two-way feeds from the restaurant to a makeshift, nearby concert hall just down the street, allowed the orchestra director, Guido Dieteren, to lead the orchestra in concert with the diners. 

The TBWA\NEBOKO team set up five cameras and microphones around the restaurant to capture consumers as they purchased and bit into the burger. They shot the commercial in one day and filmed 13 customers but pulled the three consumers with the strongest engagement. Surprised diners relished in the attention and were provided a look behind the curtain after eating the Maestro Burger. The sandwich line is made with two patties (Angus Beef or chicken), bacon, aged cheddar cheese, red onions and sauce, and served on a seeded, bistro roll.
 
“It’s always thrilling filming an act of this scale and not knowing if it’ll go exactly as you want,” said Darre van Dijk, chief creative officer, TBWA\NEBOKO. “This commercial sets a very high standard for the spontaneous moments of joy we will capture for McDonald’s in our new campaign. All of us had goosebumps at various occasions and you can see and feel that in the final film. It is always a challenge to create something at this scale – especially when it is live – and we are very happy that McDonald’s is eager to share in this challenging approach.”
 
The ad is part of a new campaign that will showcase similar feel-good surprises around the theme “Always Open for Good Times.”

Credits

Client McDonald’s The Netherlands Agency TBWA\NEBOKO, Amsterdam Darre van Dijk, Dennis Baars, Erik Falke, concept; Ramon Stalenhoef, Mischa Schreuder, art directors/copywriters; Wim Jan Zijlstra, strategist. Production WeFilm Roel Welling, director; Daan Nieuwenhuijs, DP. Postproduction Captcha! Pelle Asselbergs, editor. Audio Postoffice Guido Dieteren, Darius Dante, composers. Sound Design Studio Arnold Muhren Patrick Muhren  Good Sounds Marcel Bultman Media Agency OMD

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