McDonald's Digital, Case study Family Time Forever by Leo Burnett Dubai

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Family Time Forever

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Industry Fast food
Media Digital, Interactive & Mobile, Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Director Karen Cunningham
Regional Executive Creative Director Peter Bidenko Creative Director
Creative Director Marwan Chahine
Art Director Tariq Ayass
Copywriter Maha Khawaja, Clevin Antoa
Producer Rita El Hachem
Account Supervisor Jad Mouhawej
Editor Andy Mcgraw C
Released February 2012

Awards

Mena Cristal Awards 2012
Integrated Cristal VARIATION OF THE IDEA / PLURIMEDIA CAMPAIGNS Emerald

Credits & Description

Category: Titanium and Integrated
Advertiser: McDONALD'S
Product/Service: McDONALD'S
Agency: LEO BURNETT DUBAI
Cheif Creative Officer: Bechara Mouzanar (Leo Burnett Dubai)
Regional Executive Creative Director: Peter Bidenko (Leo Burnett Dubai)
Creative Director: Marwan Chahine (Leo Burnett Dubai)
Arabic Creative Director: Mohammad Halabi (Leo Burnett Dubai)
Copywriter: Maha Khawaja (Leo Burnett Dubai)
Copywriter: Clevin Antoa (Leo Burnett Dubai)
Art Director: Tariq Ayass (Leo Burnett Dubai)
Agency Producer: Basma Al Mujtahed (Leo Burnett Dubai)
Account Supervisor: Jad Mouhawej (Leo Burnett Dubai)
Advertiser's Supervisor: Rasha Alazem (Leo Burnett Dubai)
Planner: Nicholas Chidiac (Leo Burnett Dubai)
Planner: Ali Marashi (Leo Burnett Dubai)
Producer: Rita El Hachem (Joy Films Dubai)
Director: Karen Cunningham (Spankcorp)
Editor: Andy Mcgraw (Stitch)
Media placement: TV Campaign - MBC 1/2/4 - 17th September 2011
Media placement: TV Campaign - Mel Aflam - 17th September 2011
Media placement: TV Campaign - Zee Aflam - 17th September 2011
Media placement: TV Campaign - Orbit & Asian Net - 17th September 2011
Media placement: TV Campaign - Showtime & Zee TV - 17th September 2011
Media placement: TV Campaign - Sony TV & Star Plus - 17th September 2011
Media placement: Outdoor - MUPI Nationwide - 20th September 2011
Media placement: Print Magazine - Sayidati - 24th September 2011
Media placement: Print Magazine - Zahrat Al Khaleej - 24th September 2011
Media placement: Print Magazine - Laha - 24th September 2011

Describe the campaign/entry
Modern work pressures are causing parents a problem. Longer hours at the office means less time to spend with family, and many parents feel a chronic sense of guilt for not having enough time for their children.

Quality family time is essential to both parents and children, and many studies in the Middle East show that a healthy family environment breeds healthy kids, both physically and emotionally.

As a family restaurant , McDonald's wanted to recognise a good work/life balance and do something about it. After all, the most important ingredient in all our lives is time with our family. Family Time Forever is a light-hearted look at children winning back their parents from hectic work schedules and long hours at the office. With Family Time Forever McDonald's is not just inspiring families to spend more time together, but also enabling family time through acts that bring them closer together.

Describe how the campaign/entry was launched across each channel in the order of implementation
The movement started with branded teaser spots of children making pleas to their parents. These set the scene for the TVC and once the message had gained momentum, print and outdoor work featuring heart-warming messages from children to their parents were utilised.

The importance of family time was further discussed by psychologists in print and radio. Later in the campaign 2 online shorts followed, serving as reminders.

The next step was to leverage the enthusiasm created around Family Time Forever and enable families to actually come together. In-store, family orientated games encouraged both children and parents to participate and family Fridays at McDonald's took this one step further by creating weekly events around which families could spend quality time together. Finally, on our website we asked parents to make a binding commitment: a pledge that they would make more time for their families.

Give some idea of how successful this campaign/entry was with both client and consumer
Family Time Forever has been well received by both client and consumers. Within the Global McDonald's network it is applauded as a best-case example on how to communicate McDonald's as a family restaurant. And in a qualitative research conducted to evaluate the campaign, the feedback proved to be highly positive.
The campaign was liked, for not just its clear impactful message but also its high entertainment value and high relevance to the target audience. This has lead to the campaign spreading quickly across the globe and even being picked up in an article in Forbes, which refers to the ad as, "One of the most honest Mickey D's commercials ever."