Food is the great catalyst that brings family and friends together. It is without doubt the biggest enabler of togetherness. And being the number one food brand in the world, McDonald’s believes that togetherness is what they bring to their consumers’ lives. Now the time has come for McDonald’s to bring out the power of togetherness in their communication.
DDB and McDonald’s went on a journey to transform ‘togetherness’ from just a slushy, mushy word into a clearly articulated brand opinion that the world can rally behind. This is how the brand’s new regional communication platform “Life Tastes Better Together” came to life. Life Tastes Better Together won’t replace ‘I’m lovin’ it’, but rather energize and compliment the tagline, giving it substance and making it that much more relevant.
Life Tastes Better Together is a brand opinion that comes from the heart, as partnership and togetherness are an integral part of the McDNA. The campaign will start with the most difficult exercise within the new communication platform: How to showcase togetherness across the McDonald’s network? The first film is a metaphor showing how McDonald’s and its partners come together to deliver the freshest, top quality ingredients to their consumers every day.
“It’s very rare that you get an opportunity to work on a big campaign for a big brand like McDonald’s. So from the moment we got the togetherness brief, we took it upon ourselves to come up with an idea that people haven’t seen before, an idea that is both emotional and powerful, something that we feel people will spend time with. This just the start of a beautiful journey,” said Firas Medrows, ECD at DDB Dubai.
“What could have been a boring exercise showing farmers and fresh ingredients, turned into a magical journey showing McDonald’s and the brand’s partners working closely together to serve a tasty meal to a happy family,” said Iris Minnema, Business Director at DDB Dubai. The Food quality film will soon be followed by a film for brand, showcasing togetherness within the family unit, which is another pillar of the brand. Both campaigns will feature throughout the year and more (activation) ideas, further expressing the brand’s opinion on Togetherness, are on their way.
The campaign will be launched across MENA from Feb 13th 2016.
Key people DDB Production
ECD: Firas Medrows Group Creative Director: Zahir Mirza Global Creative Director McDonald’s: Richard Russell Strategic Planning Director: Amit Vyas Business Director: Iris Minnema Account Manager: Sama Ibrahim Regional Business Director McDonald’s: Richard Morewood TV Producer: Glory Fayad Production House: Big Kahuna Films Directors: Brand – CRIC (Directors Duo, Davide & Clem) Food Quality – Alex & Steffen
Key people McDonald’s
Senior Director Marketing MEA: Tarek El Kady GCC Co-op Marketing Director: Sa’ed Totah Director of Marketing & Communications: Mazen Sous