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.
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.
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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