McDonald’s and DDB Sydney have debuted a new creative platform, ‘Together & Lovin’ It’, to kick off a Summer campaign focusing on family, friends, and flavors.
The platform spotlights that when things are combined in just the right way, great things can happen. In the lead up to launch, the platform was teased by showcasing great Aussie combinations and asking people who they are going to spend their Summer with through print, social, OOH, TV, and in-stadium executions.
The official launch has now been led by a hero TVC celebrating the magic of a road trip to bring people together.
The 60-second spot features cars packed with family and friends, a man changing a muddy tire for a vehicle with the numberplate NU663T, and one duo on an electric scooter, all set to the most epic sing-a-long of all: Bon Jovi’s ‘Livin’ on a Prayer’.
The thought of ‘Together & Lovin’ It’ has been extended through multiple activations including billboards at Sydney airport to welcome people back home, a social content series to bring the beauty of a road trip to life, and much more.
“After a year of constant change, ‘Together & lovin’ it’ is a timely reminder of the joy and happiness that comes with being together with friends, family and those we love,” said McDonald’s Marketing Director Tim Kenward.
Altogether, the fully-integrated campaign – the brand’s biggest Summer campaign ever – stretches across TV, print, OOH, radio, digital, PR and social.
“This is the Summer of being reunited, of roads packed with people off to see loved ones, or going on holidays,” said DDB Sydney Executive Creative Director Matt Chandler.
“And a road trip just isn’t the same without a trip to Macca’s. This campaign is all about capturing the thrill of being together and lovin’ it. Because as a wise man once said, ‘We’ve got each other and that’s a lot.’”
The first work as part of the new platform caps off DDB’s 50th year of partnership with McDonald’s locally. The brand celebrated its 50th Australian birthday in July with a campaign thanking customers and crew members alike.
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
Marketing Director: Tim Kenward
Senior Brand Manager: Liz Whitbread
Brand Manager: Chloe Brannagan
Creative, digital and PR agencies: DDB Group Sydney – DDB Sydney, Tribal Australia, and Mango Communications
Media agency: OMD
Production company: Scoundrel
Director: Tim Bullock
Producer: Morgan Benson-Taylor
Executive Producer: Adrian Shapiro
DOP: Shelley Farthing- Dawe
Production Designer: Miles Pitt
Post-Production: Adam Wills
Editor: Adam Wills
Colourist: Fergus Rotherham
Flame: Soren Dyne
Executive Producer: Sophie Haydon
Sound Design: Timothy Bridge