Brand | MCDONALD'S SAUDI ARABIA |
Product/Service | FAST FOOD CHAIN / OPENING 24H |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Media Placement
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LEO BURNETT Riyadh, SAUDI ARABIA
|
PR
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LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
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LEAP STUDIOS Cairo, EGYPT
|
Cultural / Context information for the jury
McDonald’s Saudi Arabia was the first quick service restaurant to get a license to open all night in Saudi. For the launch of the night opening, we developed a series of visuals showing people’s favorite McDonald’s products, which also happened to be part of the night promotion, as constellations in the Saudi Sky. Introducing the McFries Belt, The McSundae Nebula and the Big Maccer.
Each visual was carefully crafted to retain the shape of the stars in the sky while seamlessly integrating the McDonald’s products as lit anchor points.
It’s worth noting that star gazing is one of Saudi Arabia’s favorite night hobbies. So our visuals were very relatable and relevant in connecting with the Saudi consumer.
Credits
Mohammed Bahmishan |
Leo Burnett KSA |
Support |
Saadi Alkouatli |
Leo Burnett KSA |
Ideation |
Alexandre Choucair |
Leo Burnett KSA |
Ideation |
José Pedro Bortolini |
Publicis Groupe |
Direction |
Ehab Armanious |
Leo Burnett KSA |
Ideation |
Georges Matta |
Leo Burnett KSA |
Digital journey mapping and management |
Fady Yamak |
Leo Burnett |
Project Management |
Mohamed Hijazi |
Leo Burnett Beirut |
Project Management |
Hossam Barbar |
McDonald's |
Support |
Thamer Farsi |
Leo Burnett KSA |
Support |
Mazen Mitri |
Leo Burnett Beirut |
Support |