MCDONALD'S EXTRAORDINARY LUNCHBOX

Short List
TitleMCDONALD'S EXTRAORDINARY LUNCHBOX
ClientMCDONALD'S
Product / ServiceREAL CHOICE STEAK LAUNCH
CategoryD01. Brand Environments
EntrantDDB Sydney, AUSTRALIA
Entrant Company DDB Sydney, AUSTRALIA
Advertising Agency DDB Sydney, AUSTRALIA
Media Agency OMD SYDNEY, AUSTRALIA
Production Company REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA

Execution

In summer, Australians prefer lunch outside to being in a restaurant. And with sales at their lowest in a decade, they certainly weren’t coming to McDonald’s. Since they weren’t coming to us, we went to them with the world’s biggest lunchbox. It went to five of Australia’s most popular lunch spots. Then at lunchtime, it opened, transforming into a fully functioning McDonald’s capable of serving up to 1000 lunches per hour. - 1 in 5 Australians tried our new lunch menu 5 weeks - 3% year-on-year sales uplift - 6 million lunches sold in 3 months - 81,000,000 PR impressions

Results

- In five weeks, 1 in 5 Australians had tried McDonald’s new lunch menu. - An overall uplift in sales of 3%, year on year - 6 million lunches were sold in the 3 months of summer - 81+ million PR impressions - Positive sentiment increased and the campaign drove a reconsideration of the brand among lapsed customers.

How the final design was conceived

The lunchbox travelled to Australia’s most popular lunch spots in Sydney, Melbourne, Adelaide, Perth and the Gold Coast. But this was no ordinary lunchbox, when opened; it revealed a fully functioning McDonald’s serving over 1,000 samples an hour. Because traditional media alone was failing to make an impact on our target market, earned media and user generated content helped spread our message across the country.

Credits

Name Company Position
Toby Talbot DDB Sydney Chief Creative Officer
Cam Hoelter DDB Sydney Deputy Executive Creative Director
Steve Jackson DDB Sydney CREATIVE DIRECTOR
Ben Pearce DDB Sydney Senior Creative
Matt Chandler DDB Sydney Senior Creative
Ramon Rodriguez DDB Sydney Animation
Domenic Bartolo DDB Sydney Illustrator
Nicole Taylor DDB Sydney Managing Director
Lisa Hauptmann DDB Sydney Group Business Director
Kirstie McWhannell DDB Sydney Business Director
Brett Griffiths DDB Sydney Production Manager
Ben Greenslade Mango Sydney Senior Sponsorship Director
Tina Alldis Mango Sydney Senior Buisness Director
Emily Righton Mango Sydney Production Director
BRENDEN JOHNSON DDB Sydney HEAD OF BROADCAST
Harriet Burton Taylor DDB Sydney TV Producer
Paul Bruty The Glue Society Director
Luke Crethar The Glue Society Director & Editor
Michael Ritchie Will O'Rourke / Revolver Executive Producer
Josh Mullens Will O'Rourke / Revolver Head of Projects