Macca’s Launches Summer Road Trip Campaign Via Gemba

McDonald’s has launched a “Macca’s Road Trip Rules” campaign via sports & entertainment agency Gemba, focusing on the essentials for any Aussie summer road trip.

The new spots leverage the brand’s partnership with the AFL and feature Christian ‘Trac’ Petracca of the Melbourne Demons and Bailey ‘Baz’ Smith of the Western Bulldogs.

McDonald’s Summer Road Trip Rules from The Gemba Group on Vimeo.

The films open with the two players climbing into a VW Kombi, ready to start a summer road trip together. The pair argue the about the rules of any Aussie road trip – “calling shotgun,” controlling the music, and splitting the petrol costs. Both agree that they need a Macca’s above all else.

John Weir, creative director at Gemba, said, “Macca’s was after an idea that leveraged its partnership with the AFL and planted a flag in Australian summer culture. Of all the summer rituals that Aussies take part in, hitting the highway for a holiday is right up there. Research told us Aussies were almost unanimous in agreeing that every road trip requires at least one Macca’s stop along the way.”

Melissa Rogers, McDonald’s Vic state marketing manager, added, “A big part of our brief was to show how Macca’s brings friends together over summer, and these spots do a wonderful job at that. The rapport captured between Christian and Bailey is real, and we love how the campaign encourages people to weigh in on the conversation – what ‘road trip rules’ do YOU think are the most important? We anticipate some lively debate.”

The campaign features four 15-second spots and a hero film, supported by OOH, retail, and digital. It features a call-to-action for the audience to submit their own ‘road trip rules’ in exchange for in-restaurant rewards and offers, as well as the chance to win $1,000 towards their own summer adventures.

CREDITS:

CLIENT: McDonald’s

State marketing manager (VIC/TAS): Melissa Rogers

Marketing consultant (VIC/TAS): Amy Phillips

AGENCY & PRODUCTION: Gemba

Executive creative director: Boyd Hicklin

Executive producer: Alexandra Longbottom

Creative director: John Weir

Creative director: Nick Snelling

Senior account director: Zoé Hartas

Account manager: Conor Gilchrist

Producer: Luke Coulson

Production assistant: Ally Kirkwood

Graphic design & illustration: Julia Mancuso

Director / scriptwriter: Nick Snelling

Director of photography: David Guest

Stills photography: Chris Hillary

POST-PRODUCTION: Mr Fox

Editor, colourist & online: Drew Moden

Sound design: Matt Perrott (Mighty Sound Studios)

Music: Stevic Mackay

Voice-over: Andrew Hazzard, Claire Lovering, Nick Snelling

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