2015 Winners & Shortlists

ENDING THE BATTLE

BrandMCDONALD'S
Product/ServiceQUICK SERVICE RESTAURANT
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryMobile games
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

Creative Execution

Nugget Size Content We created bite size content: 6 second Vine videos that served as games to settle the last McNugget dispute between friends. Although videos on Vine aren’t new, using one as a game that requires a tap to pause was a novel way to communicate McNuggets in a social world.

The campaign recieved over 15,000 video loops and a 14% increase in followers in 24 hours. Therefore, the videos became a cost efficient way to reach and engage with a millenial audience.

McNuggets as - the bite size food for a byte size world. McNuggets set out to connect with millennials, where attention is 140 characters & six second videos, speaking is memes, emoticons, and hashtags, and where socializing is connecting with over 500 friends or followers. As a fun, bite size, and exciting food, we wanted to position McNuggets as the ultimate social networking food in today’s social world. Made to Share, Hard to Share Our insight revolved around the fact that a box of McNuggets is made for eating and sharing with friends, until the last nugget is left. We know how tough it is to decide who gets the last piece in the box, and our game was a fun way to solve the last McNugget dispute between friends, using the very social networks they use to share.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Andre Nassar Leo Burnett Regional Executive Creative Director
Saadi Alkouatli Leo Burnett Creative Director
Makarand Patil Leo Burnett Head Of Art
Tariq Ayass Leo Burnett Associate Creative Director
Shwan Nazar Leo Burnett Digital Art Director
Angela Arnout Leo Burnett Copywriter
Shwan Nazar Leo Burnett Illustrator
Balazs Szabo Leo Burnett Eegle Interactive
Jad Mouhawej Leo Burnett Regional Communication Director
Rasha Alazem Leo Burnett Associate Regional Communication Director
Nicolas Chidiac Leo Burnett Head Of Strategy
Maysoun Hanna Leo Burnett Strategic Planning Director
Mango Jam Mango Jam Music
Nour Al Soudani Leo Burnett Community Manager
Links
Mobile URL   |   Additional URL 1