THE DAY AFTER

TitleTHE DAY AFTER
BrandMCDONALD'S
Product / ServiceMCDELIVERY
CategoryE04. Social Behaviour & Cultural Insight
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB NEW ZEALAND Auckland, NEW ZEALAND
Production GOODOIL FILMS Auckland, NEW ZEALAND
Production 2 BLOCKHEAD VFX Auckland, NEW ZEALAND
Production 3 LIQUID STUDIOS Auckland, NEW ZEALAND
Additional Company MCDONALD'S NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Regional Chief Creative Officer
Shane Bradnick DDB Group Executive Creative Director
James Conner DDB Group New Zealand Creative Director
Christie Cooper DDB Group New Zealand Creative Director
Ben Pegler DDB Group New Zealand Creative Director
Judy Thompson DDB Group New Zealand Executive Producer
Claire Colohan DDB Group New Zealand Senior TV Producer
Karla Fisher DDB Group New Zealand Lead Business Partner
Lauren Taylor DDB Group New Zealand Senior Business Director
Fiona McGee Goodoil Director
Mark Foster Goodoil Executive Producer

Write a short summary of what happens in the film

The morning-after Maccas-run is a long-held office tradition that’s seen us through many rough days. And we knew we weren’t alone. McDonalds is one of the world’s favorite hangover cures. It’s always been there when we need it, and now with McDelivery that’s more true than ever before. So when McDonalds asked us to come up with a campaign to launch McDelivery we decided to launch it on the one occasion when everyone feels the same. Because no matter where you live, what religion you practice, or ethnicity you are, we're all a little sore on New Year’s day. To celebrate New Year's day and the launch of McDelivery In New Zealand, we created a truthful, honest look at our collective New Year’s hangover.

Cultural/Context information for the jury

Although McDonald's is still a favorite for children and families in New Zealand, they were getting less popular with young adults. McDonald's was hoping with the launch of McDelivery in New Zealand they could create a renewed interest in McDonald's and reconnect with young Kiwis.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

The time when most New Zealanders aren't ashamed of eating McDonald's also happens to be the time when they need it to be delivered to them the most. When they're hungover. So we decided to launch McDelivery by finally telling the truth about their relationship with McDonald's and building the campaign around the time we are all most likely to be hungover. New Year's day. We launched our 60" spot on TV cinema and online from New Year's Day with a roadblock in key shows across all major channels.