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    The Best Work You May Never See: McDonald’s India, DDB Mudra Open Eyes To Color Blindness

    By SHOOTUpdated:No Comments2008 Views

    When it comes to ordering food, we eat with our eyes first. However, the experience might be different for color blind people. Color blindness is more widespread than many realize, with roughly 70 million people in India experiencing it. With an intent to make food ordering more enjoyable and easier for color blind consumers, McDonald’s India (West and South)–owned and operated by Westlife Foodworld Ltd,–has launched a new feature on its McDelivery App and website to make it color blind friendly, a first of its kind initiative in the food industry. EatQual 2.0, builds upon McDonald’s India’s (W&S) inclusivity platform EatQual, which was launched three years back, to make delicious feel-good moments easy for everyone. 

    To spread awareness of the new feature, the brand has also unveiled this heartwarming brand film that provides perspective through the eyes of a color blind photographer. The campaign rollout came last week on World Sight Day.

    Rahul Mathew, chief creative officer, DDB Mudra Group, shared, “We’ve always believed that EatQual is more than just a campaign; it’s a journey that McDonald’s is on. With every intervention, we hope to enhance the eating experience, making it a little more equal for everyone. That’s why we work closely with the community to help us understand what they might be missing and how we can bridge that gap.”

    McDonald’s India started the journey of EatQual in 2020 to improve accessibility and inclusivity for people with various disabilities and has been taking definitive steps ever since then. DDB Mudra has partnered with McDonald’s since EatQual’s inception to strengthen this global purpose platform around inclusion. As a part of this new initiative, EatQual 2.0, the newly updated feature can be accessed by users by simply updating the McDelivery App and website. Individuals who are color blind can select from three color enhancement options "Green-Red"; "Red-Green" and "Blue-Yellow." The app and website use a special algorithm to display the menu in colors that are appropriate for the user. This allows color blind people to see the real colors of the food and drinks and make more informed decisions about what they want to order.

    The film was directed by Shreya Shroff and Anant Singh via Zigzag Films And Media.

    Credits

    Client McDonald’s India Agency DDB Mudra, Mumbai Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Kanchi Undevia, Pallavi Mehrotra, Darshika Kapadia, Ashwin Balasubramanian, creative; Mehak Jaini, Vidisha Jain, strategy; Jay Gaikwad, Alisha Dsouza, films. Production Company Zigzag Films And Media LLP Shreya Shroff, Anant Singh, directors.

    Media Type:Film: Short
    ScreenWork Categories:Short film
    Screenwork Type:Best Work
    Video Tags:DDB Mudra GroupMcDonald's



    St. Lukes and Director Neil Gorringe Are “Proud As A Peacock” For Wickes Home Improvement

    Tuesday, December 17, 2024

    Home improvement retailer Wickes unveils its first major brand campaign, which is based on the idea that the DIY giant has everything its customers need to make them feel “as proud as a peacock.”

    It’s the first brand work by creative agency St Luke’s, since winning the account 12 months ago. .

    The TV campaign comprises three 20-second films, all featuring people browsing in a Wickes showroom, choosing designs, and visualizing their new kitchens and the compliments they will receive from their friends and family. The three films--directed by Neil Gorringe via production company MYTHSMYTH--each focus on Wickes’ kitchen ranges, price, and the design and installation help they offer.

    In this film, a man sets the scene by saying to his partner, “You know what your sister is going to say though?” As the woman imagines her sister asking if they’d mind if she got a matching kitchen, feathers fan out behind her back.

    Wickes has built a rich heritage of pride since its launch over 5o years ago. This work marks an evolution of strategy for the brand as it evolves “feel house proud” and introduces its new campaign line “Feel as proud as a peacock”.

    The new campaign anchors it to the brand platform away from the focus on embarrassment, instead honing in on the pride aspect, to reflect the feeling of optimism that accompanies a home improvement project. Phil Spencer, property guru and ambassador for Wickes Kitchens continues to be the voice-over for the campaign.

    “Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said Richard Denney, joint chief creative officer at St Luke’s. “Pride and peacocks go hand in hand, and research showed that even younger... Read More

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