2014 Winners & Shortlists

THE PRECIOUS MINUTE

Bronze
BrandMcDONALD’S
Product/ServiceMcDONALD’S
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

The Campaign

As a family restaurant McDonald’s wanted to create more opportunities for families in the region to spend time with each other. The perception today is that family time requires a lot of time. And in a region with a large expat workforce, time was in short supply. We wanted to prove to parents that you don’t need a whole hour or a day to enjoy quality family time. All you need is a minute. With so many things fighting for our time, we decided to turn downtime into family time.

Success of the Campaign

We gained nearly 100,000 new fans in just the period campaign ran. We also recorded a 9% increase in organic reach on Facebook. People from across the region embraced the idea and McDonald’s was able to prove one thing: Family time isn’t made up of the big things. It’s made up of little moments that count.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We started on TV, giving the 60-second commercial a whole new spin and giving 60 seconds with family a whole new meaning. In store, we continued to showcase the amazing potential of a minute. We gave away One-minute Family Time Coupons to be redeemed the next time there was a minute to spare. We used our packaging to turn each to turn mealtime into family time. And with Happy Meals, we suggested more ways to spend a quality minute at home. Even airtime became family time on radio through game show themed spots that encouraged family members to quiz each other. On twitter, we tweeted suggestions on how to make the most of minute.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Peter Bidenko Leo Burnett Regional Executive Creative Director
Jean Traboulsi Leo Burnett Managing Director
Marwan Chahine Leo Burnett Creative Director
Zorzi El Hoyek Leo Burnett Creative Director
Tariq Ayass Leo Burnett Senior Art Director
Jelena Radulovic Leo Burnett Digital Art Director
Bassem Ichtay Leo Burnett Graphic Designer
Clevin Antao/Maha Khawaja Leo Burnett Copywriter
Rania Badawi Leo Burnett Arabic Copywriter
Rami Afifi Leo Burnett Senior Art Director
Jad Mouhawej Leo Burnett Regional Account Director
Rasha Alazem Leo Burnett Account Director
Ali Marashi Leo Burnett Planner
Nicolas Chidiac Leo Burnett Head Of Strategy
Ahmad El Abiad Leo Burnett Digital Project Manager
Lana Chukri Leo Burnett Art Director
Hind Al Nafisi Leo Burnett Art Director
Farah Nehme Leo Burnett Art Director
Juliana Ardila Leo Burnett Art Director
UM7 Additional company