McDonald's Film McDonald's: The A-Z by Leo Burnett London

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McDonald's: The A-Z

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Industry Fast food
Media Film
Market United Kingdom
Agency Leo Burnett London
Production Rattling Stick
Released July 2011

Credits & Description

Everything from our ingredients to our people. Discover what makes McDonald's.

On 14th June Leo Burnett is launching its latest 60” commercial for McDonald’s in the “That’s what makes McDonald’s” campaign. It continues to reassure parents about the high quality of McDonald’s food and, for the first time, highlights McDonald’s commitment to corporate social responsibility, citing staff training opportunities, environmental initiatives and its commitment to their local communities.
The campaign celebrates the sheer quantity of great stories McDonald’s has to tell by creating an A to Z of McDonald’s. Starting with A and finishing, unsurprisingly, with Z the TV ad features a group of parents, kids and farmers working together to bring to life the various stories in a fun, irreverent way. We tell the entire A-Z in the 60 second ad but then use 20s and 10s to focus on more specific stories.
We continue the tale in print and on the side of every McDonald’s truck, with some beautifully intricate illustrations that build on the handmade feel of the TV. Each ad either depicts an individual letter and the story it represents or collects the entire 26 stories together.


Client Jo Webster, McDonald’s UK
Creative agency Leo Burnett
Copywriter Graham Lakeland
Art director Richard Robinson
Planner (creative agency) Jessica Summerfield
Media agency OMD UK
Planner (media agency) Andrew Lloyd
Production Company Rattling Stick
Director Sara Dunlop Editor Bill Smedley
Post-production MPC
Audio post-production Wave Studios
Exposure National television
Print illustrator Kate Forrester