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McDonald’s Australia

The Original Mouthful

Agencies: DDB Sydney adam&eveDDB OMD

Description

McDonald’s Australia, DDB Sydney, adam&eveDDB & OMD unveiled the full, integrated ‘The Original Mouthful’ campaign for the iconic Big Mac®, following the revival of one of the world's oldest burger chants earlier this month with a TV and out-of-home campaign.

The second phase of the integrated campaign, designed to encourage fans’ participation, sees Macca’s bring back the original Big Mac® chant promotion. Launched back in 1987 and a fond memory for existing Big Mac® fans, the promotion has evolved via a tasty and Australian-first AI challenge, in partnership with Snapchat.

The Big Mac chant challenge - an innovative game available through Snapchat, TikTok, and the MyMacca's® app, is designed to engage younger generations who are not familiar with the chant that entered the Aussie vernacular for their parents and grandparents. Big Mac® lovers from the 70s, 80s and 90s will fondly remember the classic chant: "Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun."

Big Mac fans will be able to test their chanting skills, with rewards on offer for correct renditions of the chant within four seconds. Winners will receive a voucher code for a small Fries and Coke® which can be redeemed with any Mac Family range, including the return of the Mac Jr® and Grand Big Mac®, purchased between April 17 and May 8.

Unlike 1987 where fans were required to go in store to compete, DDB Sydney, adam&eveDDB and OMD partnered with Snapchat to build an Australian-first bespoke lens, allowing the Snapchat community to undertake the chant challenge and win a MyMacca’s® voucher code, directly within the Snapchat app. Powered by Snap's innovative speech recognition technology, the Lens recognises speech and detects the correct list of delicious ingredients from a trained machine learning model, to reward a winning result to users on the spot.

To encourage participation among fans old and new, the Big Mac® Chant Challenge will be everywhere. Aussie celebs took on the 4-second challenge in the jungle on Network 10’s I’m A Celebrity...Get Me Out Of Here! Australia; Karl and Sarah will tackle the tongue-twister on the Nine Network’s Today show; and clubs from the NRL and AFL will go head-to-head to claim being the fastest ro recite the chant.

The TV commercial and online video will promote the challenge with authentically crafted and decade-specific spots. In addition, fans’ socials feeds will be flooded with prompts, attempts, fumbles and more. And fans will be celebrated in reactive digital out-of-home to fuel the ongoing conversation and competition as it unfolds.

To ensure the campaign is inclusive for everyone to join in on the fun, DDB Sydney, adam&eveDDB and OMD also worked closely with disability consulting firm Get Skilled Access (GSA). GSA worked on creating an accessible way for people with varying types of access needs, focusing on including those who are non-verbal, blind or have low vision, as well as people who are deaf or hard of hearing, allowing them to participate in the campaign. The accessible features not only benefit people with disability but also allow all fans to have a more seamless way to interact with the campaign and be rewarded.

The Original Mouthful Big Mac® TV campaign launched earlier this month and leans heavily into the Big Mac’s 56-year legacy. A 60-second hero film takes burger fans all the way back to 1968, when Big Mac creator, Jim Delligatti, initially devised the now iconic burger. The film then travels through the Big Mac's evolution across the decades, showcasing just how the burger and its ingredients have stood the test of time.

For the next phase of the campaign, additional promotional ads, each with a different decade specific treatment, will encourage people to take part in the Big Mac® chant and share their efforts on their social channels.

This professional campaign titled 'The Original Mouthful' was published in Australia in April, 2024. It was created for the brand: McDonald’s Australia, by ad agencies: adam&eveDDB, DDB Sydney, and OMD. This Integrated medium campaign is related to the Food industry and contains 6 media assets. It was submitted about 1 month ago.

Credits

Client: McDonald’s Australia

Chris Brown – Chief Customer Officer
Samantha McLeod – Marketing Director
Liz Whitbread – Senior Brand Manager
Luke Elzerman - Experience Optimisation Manager
Chloe Brannagan – Brand Manager

Creative Agency: DDB Sydney
Stephen de Wolf – National Chief Creative Officer
Matt Chandler – Executive Creative Director
Cam Hoelter – Group Creative Partner
Stephanie Allen – Senior Copywriter
Andrew Torrisi – Senior Art Director
Paul Jansen – Senior Designer
Sophie Hackett – Junior Art Director (Social)
Amy Morrison – Junior Copywriter (Social)
Mandy Whatson – Group Managing Partner
Adam Blaynee – Group Business Director
Chloe McIvor – Senior Business Manager
Rene Shalala – Executive Producer
Jess Taylor – Producer
Katharina Wynne - Strategy Partner
Katy Andrews – Director Social and Content Strategy

Creative Agency: adam&eveDDB London
Richard Brim – Chief Creative Officer
Sarah Todd – Chief Growth & Integration Officer
Martin Beverley – Chief Strategy Officer

Production Company: Revolver
Director – Leilani Croucher
Managing Director / Co-Owner – Michael Ritchie
Executive Producer / Partner – Pip Smart
Senior Producer – Serena Paull
DOP – Andrew Commis
Production Designer – Damien Drew
Costume Designer – Sophie Fletcher

Post Production: ARC Edit
Executive Producer – Daniel Fry
Producer – Sally Quade
Editor – Elise Butt
Colourist – Edel Rafferty
Online Artist – Richard Lambert
Online Artist / VFX – Patrick Campbell

Sound & Music: Smith & Western Sound
Nick West & Dan Higson

Media: OMD
Emily Bosler – Head of McDonald’s
Zoe May – Head of Strategy
Catriona Oran Barthram – Head of Comms Planning
Hattie Dinger – Director, Entertainment Partnerships
Taylor Hilditch – Account Director
Anna Heslop – Senior Account Manager
Matt Wallace – Senior Manager, Sport Partnerships
Christian Agliozzo – Manager, Sport Partnerships

Platform: Snapchat
Dan King - Senior Client Partner
Bethany Rao-Davies - Senior Account Manager
Haran Ramachandran - Head of Creative Strategy, APAC
Claus Stangl - Senior Creative Strategist
Chris Lewis - Senior Creative Producer

PR & Influencer: Mango
Tabitha Fairbairn – Managing Director
Ashleigh Vallance – Senior Account Director
Nada Duyker – Account Director
Sidney Balfour – Senior Account Manager

MyMacca’s app and POS: Akcelo
April Tunstall – Business Lead
Melanie Tozer – Senior Account Director
Alex Kostiouk – Senior Project Manager

CRM: Digitas
David Huang – Account Director

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