Brand | MCDONALD'S |
Product/Service | CHICKEN WRAPLAUNCH |
Entrant | FP7/BEY Beirut, LEBANON |
Category | Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Idea Creation
|
FP7/BEY Beirut, LEBANON
|
Media Placement
|
UM MENA Beirut, LEBANON
|
Production
|
HIT PRODUCTIONS Makati City, THE PHILIPPINES
|
Production 2
|
HERTZ RADIO Manila, THE PHILIPPINES
|
Write a short summary of what happens in the radio advert.
McDonald’s, Lebanon’s leading fast food retailer, wanted to promote its new Chicken Wraps.
But towards year-end, budgets were low amidst increasing competition.
So, we used radio – a cost-effective mass-media channel in Lebanon.
Now, conventional radio wouldn’t be enough.
We needed to disrupt the radio ads that people heard in cars, at homes, or in offices, and grab attention for McDonald’s Chicken Wraps.
We chose a popular music genre in Lebanon - Rap music.
And created “The Chicken Rap” to promote Chicken Wraps ;).
An unexpectedly delightful rap song disrupted the category and radio ad apathy, earning attention for McDonald’s Chicken Wraps from listeners across Lebanon.
The ad was designed mixing sounds of real chickens clucking, composed with a sticky rap beat and tune.
And as “The Chicken Rap” were hummed by everyday people on the streets, the Chicken Wraps became the hottest selling item from McDonald’s during the campaign.
Cultural/Context information for the jury.
Given the overwhelming anxieties (political, economic and social) in the country of Lebanon, it's not surprising that Lebanese love humour and fun. And content that's entertaining usually works better than content that's run-of-the-mill.
Provide the full radio advert script in English.
Hey… Hey yo right here
Check this out
<chickens clucking and edited like a rap>
Baka bak bak a kaak
Baka kaa bak a baa baaa
Bak aka baaaak baakaaa baaak
Baaak Baaak Bak baaaaak
Baaak baaaak baba baaaa kaaaa
Baaaak baa kaak baak a baka baak
Baaak Baaak Bak baaaaak
Baaak baaaak babaaaaak
Bak a bak bak a baak
Baka baaa baaaa
Bak aka baaaak baaak
The Chicken Wrap.
Now, at McDonald’s
Bak bak bak bak baaaak
<McDonald's sonic, but with chicken voices>
Credits
Karim Kazan |
Fp7 Bey |
Executive Creative Director |
Emile Atallah |
Fp7 Bey |
Managing Director |
Carl Bou Abdallah |
Fp7 Bey |
Regional planning manager |
Rosy Mouallem |
Fp7 Bey |
Senior Art director |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Salim Fayed |
Fp7 Bey |
Account Director |
Nassif Abou Aloula |
Fp7 Bey |
Business director/Digital director |
Petra Berbari |
Fp7 Bey |
Senior account executive |
Karim Sallman |
Fp7 Bey |
Digital creative |
Tony Hertz |
Tony Hertz radio and brand sound |
Director/sound design |
Via Icasas |
HIT productions Inc |
President and managing partner |
Robbie Factoran |
HIT productions Inc |
Composer/arranger |
Mark Villar |
HIT productions Inc |
Recording engineer |
View Script