Leo Burnett Manila and McDonald's 'Unbranded Menu' Continues Winning Streak at Spikes

McDonald’s innovative campaign that celebrates food and gaming, ‘Unbranded Menu,’ continues its winning streak, this time in the regional awards circuit. At the recently concluded judging for Spikes Asia, the work won a grand prix, two golds, and a silver – the most an agency from the Philippines has taken home at this year’s show. These wins come just a few weeks after the same work has taken home three grand prix, four golds, and a bronze at this year’s Kidlat Awards, the premier creative award show in the Philippines.  

‘Unbranded Menu’ set the gaming world abuzz late last year when top game streamers, game influencers, and hardcore and casual gamers took part in a massive hunt for McDonald’s food-alikes in the gaming multiverse. Gamers everywhere suddenly realized that their favourite McDonald’s menu items – such as the iconic French Fries, Big Mac and Quarter Pounder with Cheese sandwiches, Cheeseburgers, Hash Browns, and Sundaes – were hiding in plain sight in their favourite games all along.  

The impressive amount of McDonald’s food-alike discoveries has led many popular gaming creators to participate, share, and stream their finds on their respective platforms. At the campaign’s close, gamers have tagged McDonald’s in over 350 gaming titles. 

‘Unbranded Menu’ was awarded the grand prix, the highest prize in the Branded Experience and Activation Category in Spikes Asia. The campaign also received a Gold in Brand Experience and Activation for Touchpoints and Technology - Use of Social and Digital Platforms; another Gold in Media for Culture & Context – Social Behavior; and a Silver in Social & Influencer Sectors for Travel, Leisure, Retail, Restaurants & Fast-Food Chains. The haul clinched for Leo Burnett Manila the Philippines Agency of the Year honours from the same prestigious award-giving body. 

In the Philippines’ premier creative awards show, the Kidlat Awards, the same work won three (3) Grand Kidlat Awards for Entertainment: Innovation; Experience: Brand Experience; and Engagement: Social & Influencer; three (3) Gold Kidlat Awards for Entertainment: Gaming; Experience: Brand Experience; and Engagement: Social and Influencer; and a Bronze Kidlat Award for Creative Effectiveness: Creative Strategy. 

Leo Burnett Manila and Publicis Groupe Philippines chief creative officer Raoul Panes affirmed that ‘Unbranded Menu’ is an excellent example of creative work that champions brands and takes them closer to the ‘heart’ of what their target audiences hold most dear. 

“From campaign conception to execution, we at Leo Burnett were extremely mindful that McDonald’s is deeply interwoven in its customers’ daily lives and experiences – in this case, today’s most passionate gamers, creators, and their legions of active followers.” 

“McDonald’s is such an iconic brand that its world-famous food items have been embedded in the gaming multiverse for so long. Our creative work celebrated this genuine brand love and inspired more gamers to join this epic hunt. The awards make us genuinely proud as they recognize the tireless efforts of the team and the agency’s strong partnership with our brave clients.”  

McDonald’s vice president and chief marketing officer Oliver Rabatan further reinforced what these awards mean to the brand. 

“Ideas like ‘Unbranded Menu’ are borne from our shared commitment to creative excellence and our culture of collaboration. This Spikes Grand Prix really raises the bar – not just for Leo Burnett, but also for us marketers. A world-class idea for a world-famous brand – we can’t wait to do more of these.” 

Learn more about McDonald’s and Leo Burnett Manila’s ‘Unbranded Menu’ here.