2019 Winners & Shortlists

MCCAFÉ "HEAVY HEADED"

Client/BrandMCDONALD'S
Product/ServiceMCCAFÉ
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of EntryDigital Screens
CategoryAnimated Digital Screens
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the ambient or digital execution or campaign.

McDonalds introduced McCafe in every restaurant in the region in order to bridge the gap between McDonalds and coffee lovers.      We develop animated posters for McCafé to demonstrate the effect sleep has on individuals, a problem that coffee lovers endure every day. The executions; Bowling Ball, Hammer were likened to human facial features. These heavy heads were then suspended in limbo struggling against the slumber. The remedy? McCafé    We placed these animated posters in McDonald’s stores and played the videos during the hardest hours of the day to stay awake: early morning and after lunch.   The posters reached over 600,000 people, and led to an increase in coffee sales by 5% vs. the previous 6-month average.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Rafael Augusto Leo Burnett Dubai Creative Director
Rodrigo Leal Rodrigues Leo Burnett Dubai Head of Art
Camilla Venegas Leo Burnett Dubai Art Director
Lina Maria Leal Leo Burnett Dubai Art Director
Haytham Dayeh Leo Burnett Dubai Business Lead
Mahmoud Jaber Leo Burnett Dubai Senior Account Manager