TBWA\Zurich shows everything a campaign needs for McDonald's
McDonald's and TBWA\Zürich put a goat on the piano for the new signature burgers - and focus on taste, taste and taste.
In times when hamburgers are often overloaded with ingredients, the Signature Burger sets an example: Free of any frills and reduced to what really matters - the taste.
Under the claim "Everything a burger needs", McDonald's is now positioning two new burgers from the signature range in its new campaign: "The Farmer" and "The Classic". In the TBWA\Zürich TV commercial, McDonald's also satirizes exaggerated and superfluous ingredients and uses a fairy, a goat and a top model as supporting actors. The main role, however, is played by taste.
The campaign used all communication channels such as TV, social media, display & mobile banners and OOH. There were also exclusive promotions for McDonald's app users: among other things, they were able to enjoy the new signature burger one day before the official launch.
Responsible at McDonald's Switzerland: Aglaë Strachwitz (Marketing Director), Severine Caspard (Marketing Manager). Responsible at TBWA\Zurich: Manuel Wenzel (ECD), Bruce Roberts (CD), Angelo Sciullo (Senior Art Director), Tizian Walti (Senior Copywriter), Susanna Fill (Senior Art Director), Daniel Lamprecht (Senior Copywriter), Gaston Filippo (Art Director); Sabine Grossmann (Senior Graphic Designer); Simone Sommer (Consulting), Caroline Büchner (Consulting). Partner: MYGOSH* (Talent Management & Executive Production); David Ma (Director); John Shafto (DoP); MPC New York (CGI Animation); Matteo Pagamici (Music). OMD Switzerland (Media).
