This was a brief set by Leo and Burnett agency, for the D&AD Student Awards 2011.
Brief Create an integrated campaign that celebrates the inherent democracy of the McDonald’s brand. Proposition: The People’s Restaurant; It doesn’t matter who you are or where you come from there’s a McDonald’s for everyone.
Response It’s not just about eating the Big Breakfast; it’s about assembling all the different items together to form your own sandwich, or about stirring the butter into the syrup before you pour. We each have our own little quirk, something that makes us “different” from the crowd. For that reason, there’s a sense of affection when we meet another fellow “assembler” or “mixer”. There’s comfort in knowing there are people out there just like you, sharing the same rituals, and perhaps, that same bad day at the office. Allowing people of all ages, backgrounds, and cultures to identify with one another unites the McDonald’s community out there in a wacky way, bringing together people regardless of who they are or where they come from, and reinforces McDonald’s image as The People’s Restaurant.