McDonald's Celebrates Crewmembers in 'Appetite Needs Opportunity' Campaign
McDonald's Australia has launched a brand campaign, Appetite Needs Opportunity, via DDB Sydney which celebrates the people that make the Golden arches great.
Led by a 60-second film, the campaign explores the stories of five crewmembers from around Australia, whose determination, positivity, energy, ambition and work ethic has taken them all on a path of success professionally and personally. The film takes you on a journey with Delaney, Sam, Natalie, Megan and Samtui - showcasing life at McDonald's, and their great personal triumphs and endeavours.
"I love the stories in this campaign, and I hope they'll show our customers and potential employees alike, that at McDonald's, we believe that if you've got the appetite to succeed, we'll provide you with the opportunity to set you up for life at McDonald's and beyond."
The film will run across digital platforms, TV and is supported by a series of five content pieces.
Says Ben Welsh, CCO, DDB Sydney: "We were blown away with how driven these young kids were. Our idea is simply a stage on which these inspiring young Australians perform. Justin's cinematic approach allowed them to truly shine."
The campaign will also run across social with a social campaign developed by VML Australia aimed at answering the commonly asked questions from Australians about working at McDonald's. In four short films, crewmembers answer questions around training, career progression and their 'typical' day to help Australians understand what it's really like to work behind the Macca's counter.
The campaign will also be leveraged through PR with Eleven profiling crew and their stories across media channels.
Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Creative Partner: Steve Jackson
Senior Art Director: Jason Woelf
Senior Copywriter: Sam Pascoe
Senior Digital Producer: Emma Fyfe
Design Director: Ramon Rodriguez
Senior TV Producer: Jacqui Gillies
Managing Director: Nicole Taylor
Group Business Director: Lisa Hauptmann
Business Director: Lisa Little-Cain
Chief Strategic Officer: Fran Clayton
Planning Director: Caroline Ghatt
Production Company: Goodoil Films
Director: Justin McMillan
Producer: Hamish Roxburgh
Head Of Production: Chana McLallen
Executive Producer: Sam Long
DOP: Tim Tregonning
Editor: Simon Njoo / One Egg Is Enough Editorial
Post Production: The Editors
Sound Designer/Engineer: Simon Lister / Nylon
Music Supervisors: Karl Richter & Claire Lothian / Level Two Music Song and Artist: "Drinkee" Sofi Tukker
Chief Marketing Officer: Jenni Dill
Director of Marketing: Jo Feeney
Group Brand Manager: Elise Sproll
Brand Manager: Jordan Escobar