For McDonald’s branded content promotion for the new Egg White Delight McMuffin featuring Gabby Douglas, agency GolinHarris tapped kaboom director gary shaffer whose unique blend of reality and advertising experience proved essential to the project, part of the growing trend of “prankvertising.”nnshaffer is one of the leading directors in reality and docu television whose credits include “Project Runway All Stars,” “The X Factor,” and “Top Gear” among others. Timing is everything, and shaffer just happened to be in NY filming a new show with Martha Stewart when GolinHarris approached kaboom with the McDonald’s promotion to be shot in Times Square. nnThe set up, features Olympian Gabby Douglas undercover as an average customer who literally flips over her Egg White Delight, is squarely in shaffer’s creative sweet spot. The execution, which takes place in Times Square, required precision and docu-reality experience to authentically capture the reveal and the reaction it inspired. Hidden cameras were rigged throughout the McDonald’s and hand-held cameras were operated, with stealth, in and around Times Square. From a control center on the McDonald’s second floor, shaffer directed his hidden camera crew as Gabby seamlessly delivered her performance. nn
nView the project online here.nn”It was the perfect combination; Gabby is an incredible talent and the client was excited about the concept and process,” says director shaffer. “We all held our breath for the Flip moment which unfolded magically. It was amazing to see the reaction on the faces of those around her, happy to find themselves a part of this moment.” nn”It was a unique project and having the right team surrounding the exceptional Gabby Douglas was essential,” says GolinHarris Executive Creative Director Ron D’Innocenzo. “Gary was the ideal director for the project and kaboom was able to pull off something incredible in one of the world’s busiest pedestrian intersections.”nnSince it’s launch, the Flip video has garnered over 400,000 views and the conversation continues via Twitter with the hashtag #FlipYourMorning and related promotions. nnCreditsnnProject Title: “Gabby Douglas Flips for Egg White Delight”nnClient: McDonaldsnManager, U.S. Communications; Beletra AtwatersnHead of Global Alliances: John LewickinnPR Agency: GolinHarrisnExecutive Creative Directors: Ron D’Innocenzo, Charlie Tercek, Molly CurreynCreative Director, Vice President: Jered ThorpenSr. Designer: Joseph StanfannProduction Company: kaboom productionsnDirector/DP: gary shaffernExecutive Producer: lauren schwartznProducer: steven sillsnnEditor: Max Heller
