| Title | SAVE THE SUNDAE CONE |
| Brand | GOLDEN ARCHES RESTAURANT |
| Product / Service | McDONALD'S SUNDAE CONE |
| Category | A03. Use of Outdoor |
| Entrant | LEO BURNETT Kuala Lumpur, MALAYSIA |
| Entrant Company | LEO BURNETT Kuala Lumpur, MALAYSIA |
| Advertising Agency | LEO BURNETT Kuala Lumpur, MALAYSIA |
| Production Company | DIRECTOR'S THINK TANK Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Eric Cruz | Leo Burnett Malaysia | Executive Creative Director |
| Iska Hashim | Leo Burnett Malaysia | Creative Director |
| Mukund Olety | Leo Burnett Malaysia | Creative Group Head |
| Eaide Jasli Asmon | Leo Burnett Malaysia | Creative Group Head |
| Benjamin E | Leo Burnett Malaysia | Art Director |
| Pavel Flegl | Leo Burnett Malaysia | Digital Art Director |
| Reza Rosli | Leo Burnett Malaysia | Technologists |
| Chan Lik Win | Leo Burnett Malaysia | Project Manager |
| Delex Lai | Leo Burnett Malaysia | Developer |
| Christine Chang | Leo Burnett Malaysia | Group Business Director |
| Buboy | Leo Burnett Malaysia | Digital Designer |
| Iskandar Siva | Leo Burnett Malaysia | Agency Producer |
In the end, 256 Sundae Cones were saved and over 1500 free Sundae Cones were given away! The ripple effect on social media added to the magic. We managed to create brand love for McDonald’s using their much-loved item on the menu.
A giant billboard in the middle of Bukit Bintang, one Kuala Lumpur’s most famous shopping districts, showcased the Sundae Cone in all its glory. However, there was one problem - The Sundae Cone was melting. The task was simple. People had to use their smartphones to spin the fan on the billboard, bring down the temperature and save the melting sundae cone. For their efforts to save the Sundae Cone, people got a free Sundae cone voucher on their smartphone.
People come to McDonald’s because it’s convenient, quick and cheap. All rational reasons. The objective of this campaign was to create an emotional connect and love for the McDonald’s brand. We used the Sundae Cone, an iconic McDonald’s product to do just that. Young or old, beef person or chicken person, it is one product that is loved by one and all.