BIG MAC

Short List
TitleBIG MAC
BrandMCDONALD'S NEW ZEALAND
Product / ServiceBIG MAC, CHEESE BURGER & FRIES
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
1 of 3 Campaign
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB NEW ZEALAND Auckland, NEW ZEALAND
Production COLLECTIVE FORCE Auckland, NEW ZEALAND

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Gary Steele DDB Group New Zealand Executive Creative Director
Ben Pegler DDB Group New Zealand Creative Director
Rory McKechnie DDB Group New Zealand Creative Director
Zac Lancaster DDB Group New Zealand Art Director
Karla Fisher DDB Group New Zealand Lead Business Partner
Mitch Young DDB Group New Zealand Senior Business Director
Shelley Cousins DDB Group New Zealand Print Producer
Gordon Moir DDB Group New Zealand Retoucher
Toaki Okano The Collective Force Photographer
Jason Jones The Collective Force Photographer’s Agent
Suren Unka The Collective Force Lighting Designer
Catherine Ellis The Collective Force Lighting Designer Assistant
Ant Low The Collective Force Digital Assistant
oOH! Media oOH! Media oOH! Media Media Partner
Jennifer Hilliar OMD New Zealand Business Director
Megan Murphy OMD New Zealand Business Manager
Juliet Ede OMD New Zealand Media Assitant
Jo Mitchell McDonald's Director of Marketing
Deb Fell McDonald's Head of Marketing
Stefanie Phillips McDonald's Brand Manager

Cultural / Context information for the jury

It’s dark and you’re out on the town. You probably don’t need much encouragement to scoff down a burger and fries. An outdoor campaign using reflections of night lights on city streets provided just enough suggestion to point people in the direction of what they really needed. Launched to coincide with the end of year party season, Reflections was shot in camera to mimic the Big Mac, Cheeseburger, and fries, and runs during evenings throughout inner city locations.

Is your billboard / poster larger or smaller than a 6 sheet poster (1200 x 1800mm)?

smaller