McDonald's Film APPLES by Leo Burnett Chicago

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Industry Fast food
Media Film
Market United States
Agency Leo Burnett Chicago
Director Oliver Conrad
Art Director Keith Hughes, Trip Park
Copywriter Susan Credle, John Montgomery Leo Burnett
Producer Mark Medernach, Gian Klainguti
Account Supervisor Stephanie Solley
Production Another Country USA
Production DUCK Studios
Production Kompost
Released March 2011

Credits & Description

Category: Restaurants & Fast Food Outlets
Advertiser: McDONALD'S
Product/Service: HAPPY MEAL
Production Company: DUCK STUDIOS, Los Angeles, Zurich, Chicago, USA, SWITZERLAND, USA
Production Company: KOMPOST, Los Angeles, Zurich, Chicago, USA, SWITZERLAND, USA
Production Company: ANOTHER COUNTRY, Los Angeles, Zurich, Chicago, USA, SWITZERLAND, USA
Date of First Appearance: Mar 18 2011
Chief Creative Officer: Susan Credle
Executive Creative Director: John Montgomery
Creative Director: Keith Hughes
Copywriter: Susan Credle/John Montgomery
Art Director: Keith Hughes/Trip Park
Agency Producer: Eric Faber
Account Supervisor: Stephanie Solley
Producer: Gian Klainguti (Kompost)/Mark Medernach (Duck)
Director: Oliver Conrad (Kompost)
Sound Design/Arrangement: Comma/Bonny Dolan
Animation: Laszlo Nyikos/Gabor Lendvai
Music: Justin Robert/Apple Tree
Account Manager: Bob Ferdman/Jenny Cacioppo

English Description
Apples employs traditional modeling techniques, time lapsed nature references, and C.G.I. to create the story a growing apple tree and its symbiotic relationship with a mother bird. The bird gradually feathers a Happy Meal-type nest, lays eggs, and hatches three adorable birdies over the course of the winter, spring, summer and fall. The mother bird and her young birdies watch the tree itself gradually grow its own harvest – a juicy red apple, which falls into the box to the delight of her young. In the end, the birds fly off into the sunset carrying their box filled with apples (instead of French fries) as one of the baby birds plants the “smile” on the box that her mother carries. The song by Justin Roberts also provides the apt analogy to growing up and being healthy.