Leo Burnett in London has created a Christmas campaign for McDonald’s focused around the anticipation and excitement of Christmas, with work that builds on the magic in the air as everyone prepares for the big day in his or her own way.
In this 90-second spot, we see the holiday through the lens of a little girl who saves her last carrot stick at McDonald’s to give to the reindeer on Xmas eve. She carries it very carefully through the hustle and bustle of Christmas-time on the streets, much to the admiration of her dad, who will do anything to help her out on her mission.
The narrative then follows the girl and her father as she carefully carries the carrot home, before realizing Father Christmas has more than one reindeer. Her dad then supports her in her quest to find enough carrots for the fictional animals in time for their arrival.
James Rouse of Outsider, London, directed the :90.
Chaka Sobhani, chief creative officer, Leo Burnett London, stated: “We’re so proud to be launching our most ambitious Christmas campaign for McDonald’s yet, with loads of treats and surprises in store for our customers and audiences. With playful unique Snapchat filters, a mobile reindeer game and branded Christmas carrots, we hope the story of our little girl (and her dad) warms the hearts of the nation, captures the magic of the Christmas spirit and has everyone asking that all important question, are you #ReindeerReady?”
CreditsClient McDonald’s Agency Leo Burnett London Chaka Sobhani, chief creative officer; Pete Heyes, Daniel Evans, creative directors; Mark Franklin, Rob Tenconi, creatives; Graeme Light, producer. Production Outsider James Rouse, director; Benji Howell, producer; Christophe Beaucarne, DP; Art Jones, editor. Postproduction MPC Paul Wilmot, VFX supervisor; Louise Unwin, producer; Jean Clement Soret, colorist. Sound Design 750mph Sam Robson, sound designer.
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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