McDonald’s and Leo Burnett London have launched an integrated campaign, “Night Workers,” recognizing and celebrating the millions of dedicated and often unseen people in the U.K. and Ireland who work overnight.
The hero film of the campaign is this :60 directed by Sam Brown via Rogue Films. In each scene, the spot explores some of the jobs that unsung night workers do, such as looking after patients in hospitals, maintaining roads, re-stocking supermarkets–but the workers themselves are invisible.
This theme continues until the climax of the film as they walk through McDonald’s doors for a well-deserved break. We see the workers for the first time, clearly emphasizing that the doors of McDonald’s are always open, ready to welcome them and help see them through the night ahead, no matter the time.
The campaign brings to life the notion that McDonald’s champion’s night workers, including its own overnight workforce, and sees their world when others might not.
Ben Fox, director of brand, experience and media at McDonald’s U.K. and Ireland, said, “With over 700 restaurants open 24/7, McDonald’s is a much-loved pit-stop for an army of people who work tirelessly through the night to keep the nation ticking over. From nurses, to taxi drivers and firefighters to road workers, this campaign celebrates those unseen, unsung heroes and the role McDonald’s plays in keeping them going.”
CreditsClient McDonald’s Agency Leo Burnett London Chaka Sobhani, chief creative officer; Pete Hayes, creative director; Rory Hall, sr. creative, copywriter; Steph Ellis, sr. creative, art director; Lou Pegg, sr. producer. Production Rogue Films, London Sam Brown, director. Postproduction The Mill Audio Post 750mph Sam Ashwell, mixer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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