McDonalds in the UK is running “A to Z”, an integrated advertising campaign deisgned to reassure parents about the high quality of McDonalds food, commitment to corporate social responsibility, staff training opportunities, environmental initiatives and its commitment to their local communities. “Everything from our ingredients to our people. Discover what makes McDonald’s.” A 60 second television commercial has kids, parents and farmers interacting with each letter of the alphabet to bring to life behind-the-scenes stories. The campaign is carried over online at a-z.mcdonalds.co.uk, instore (trayliners), in print ads and on the side of McDonald’s trucks. Intricate illustrations build on the handmade feel of the TV, each depicting an individual letter and the story it represents or collecting the entire 26 stories together.
Click on the image below to play the A to Z video in YouTube (HD)
The A to Z campaign was developed at Leo Burnett London by copywriter Graham Lakeland, art director Richard Robinson, planner Jessica Summerfield, working with McDonalds marketing manager Jo Webster.
Media was managed at OMD UK, London, by planner Andrew Lloyd.
Editor was Bill Smedley at Work Post. Post production was done at The Moving Picture Company (MPC), London, by VFX producer / supervisor Anandi Peiris. Audio post production was done at Wave Studios, London. Voiceover is Mark Wooten.
Print work was by illustrator Kate Forrester.