| Title | PLAYLAND |
| Brand | McDONALD'S |
| Product / Service | McDONALD'S |
| Category | A05. Best Use of Ambient Media: Large |
| Entrant | DDB SYDNEY, AUSTRALIA |
| Entrant Company: | DDB SYDNEY, AUSTRALIA |
| Advertising Agency: | DDB SYDNEY, AUSTRALIA |
| Media Agency: | REVOLVER Sydney, AUSTRALIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Matt Eastwood | DDB Sydney | Executive Creative Director |
| Adam Rose | DDB Sydney | Creative Director |
| Adam Rose, John Downing, Matthew Knapp | DDB Sydney | Creative Team |
| Brenden Johnson | DDB Sydney | Head of On Screen Production |
| Kenny Hill | DDB Sydney | ANZ Group Account Director |
| Sarah Trickey | DDB Sydney | Senior Business Director |
| Georgina Gooley | DDB Sydney | Business Manager |
| Russ Mitchinson | DDB Sydney | Group Strategic Head |
| Karen Murphy | DDB Sydney | Set Designer |
| Greg Hajdu | Greg Sets Pty Ltd | Set Construction |
| Michael Ritchie | Revolver Films | Executive Producer |
| Georgina Wilson | Revolver Films | Producer |
| Steve Rogers | Revolver Films | Director |
| Alexandre de Franceschi | Guillotine | Editor |
| Sean Izzard | Sean Izzard Photography | Photographer |
| Christian Mushenko | Mushenko | Photographer |
The Playland let adults engage with McDonald’s in a way they hadn’t for years: They had fun – and lots of it. People see i’m lovin’ it in all our ads. This time they felt it.
The solution was to recreate a McDonald’s experience that only kids can have. We built an adult-sized McDonald’s Playland to let grown-ups play again. We used one of McDonald’s most recognisable properties – the Playland – as the media itself. The Playland was built over a weekend in the forecourt of Customs House in Sydney’s CBD. The location made it instantly visible to workers arriving by bus, train, ferry and taxi on Monday morning, a time when fun was the last thing on their minds.
McDonald’s wanted to communicate to adults who rarely paid them a visit. For them, McDonald’s held few emotional ties, and only offered convenience. These people had grown apart from Macca’s. We needed to re-engage them. The insight was that most adults, regardless of whether they still go to McDonald’s, have fond memories of it from their youth. We decided to re-engage people by reviving those fond memories.