DYNAMITE

TitleDYNAMITE
BrandMCDONALD'S PHILIPPINES
Product / ServiceMCDONALD'S COOL DESSERT
CategoryA03. Illustration
EntrantLEO BURNETT MANILA, THE PHILIPPINES
Idea Creation LEO BURNETT MANILA, THE PHILIPPINES

Credits

Name Company Position
Raoul Panes Leo Burnett Group Manila Chief Creative Officer
Carl Urgino Leo Burnett Group Manila Creative Director
Sarah Chan Leo Burnett Group Manila Creative Team Head
Brian Lumanog Leo Burnett Group Manila Copywriter
May Dalisay Leo Burnett Group Manila Creative Services Director
Abi Ramos Leo Burnett Group Manila Print Producer
Judy Medina Leo Burnett Group Manila Account Management Director
Earl Dorado Leo Burnett Group Manila Associate Account Director
Ivana Bito Leo Burnett Group Manila Account Executive
Dondi Fernandez Freelance Illustrator
Rusby Gonzales Leo Burnett Group Manila Final Artist

Cultural/Context information for the jury

In the Philippines — where the longest Christmas season is celebrated — the end of the year is a stressful time. The holiday rush has days jam-packed with activities. Students struggle to complete the semester’s requirements. Workers clock in extra hours to finish the year’s work backlog. Deadlines, social obligations, stress, and anxiety pile up — making people feel like blowing up, so to speak. A break with one’s favorite treats is always welcome. Oh what joy to savor those cool McDonald’s desserts! In a series of posters, we captured the feeling of relief after taking a bite or sip of McDonald’s cool desserts. The ads feature explosives dressed up as a student, an office worker and an engineer with wicks about to go off. But thanks to McDonald’s cool desserts, they get to cool off. These were placed near McDonald’s restaurants where stressed-out students and office workers pass daily.

Translation. Provide a full English translation of any text.

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