McGRAND OPENING

TitleMcGRAND OPENING
BrandMcDONALD'S JAPAN
Product / ServiceMcDONALD'S
CategoryA01. Posters
EntrantBEACON/LEO BURNETT Tokyo, JAPAN
Entrant Company BEACON/LEO BURNETT Tokyo, JAPAN
Advertising Agency BEACON/LEO BURNETT Tokyo, JAPAN
Production Company AMANA Tokyo, JAPAN

Credits

Name Company Position
Tadashi Inoue Beacon/Leo Burnett Tokyo Creative Director
Tomoyasu Kurosaki Beacon/Leo Burnett Tokyo Senior Art Director
Masayuki Tanaka Beacon/Leo Burnett Tokyo Copywriter
Hitomi Baba Beacon/Leo Burnett Tokyo Strategic Planner
Kazutaka Kikkawa Beacon/Leo Burnett Tokyo Strategic Planner
Tsubasa Kurihara Beacon/Leo Burnett Tokyo Designer
Toshiji Kimura Beacon/Leo Burnett Tokyo Agency Producer
Hiroki Mashima Beacon/Leo Burnett Tokyo Agency Producer
Kenichi Sudo Amana Producer
Aya Iwamoto Amana Photographer
Takeshi Yoshikawa Amana Retoucher
Yuki Morishima Photographer
Mark Blears Beacon/Leo Burnett Tokyo Group Account Director
Takayuki Imai Beacon/Leo Burnett Tokyo Account Director
Hirotsugu Yoshikawa Beacon/Leo Burnett Tokyo Account Supervisor
Takahiro Katayama Beacon/Leo Burnett Tokyo Account Executive
Taira Murakami New Ad Inc. Print Account Executive
Toshihiko Onozawa New Ad Inc. Print Account Supervisor
Ryuichi Uchima New Ad Inc. Print Account Executive
Koushi Mikami Dentsu Tech Inc. Print Producer

Brief Explanation

How to maximize a restaurant opening effect with minimum amount of budget.

The Brief

McDonald's wanted to change their typical grand opening signs hoping to increase awareness of renovated and new restaurants and boost opening day visits.

How the final design was conceived

With no permanent installation and tiny budget we found a way to bring new attention to the renovated restaurant opening, by simply converting the Familiar M logo of regular signs to like the handles to giant scissors that could be used as the motif of ribbon cutting.

Indication of how successful the outcome was in the market

In the first week of sign installation sales for the restaurant were increased +80.48% compared to the average of other recently renovated restaurants + 21% with regular grand opening signs.