New McDonald’s Italy Campaign Might Just Be A Little Too Smart For Its Own Good

New McDonald’s Italy Campaign Might Just Be A Little Too Smart For Its Own Good

Most McDonald’s ads follow a similar theme – usually a stressed parent treating their photogenic child to a Happy Meal; arguably reinforcing the message that its restaurants are a convenient treat.

However, a new campaign from Macca’s in Italy has arrived across the B&T news desk and it’s refreshing as it is cerebral.

The campaign’s the work of incumbent creative agency Leo Burnett Milan and is aimed at Italian university students who are apparently cramming for exams at this time of the year.

The poster/social media campaign arguably steals from Snickers’ famous “you’re not you when you’re hungry” and suggests students should treat themselves to a home-delivered Macca’s burger to stave off the dreaded brain fog when studying.

Leo’s said in a statement: “In June, Italian high school seniors were about to face the final exams before graduation. A once-in-the-lifetime experience, that surely required much energy and focus.

“On the occasion McDonald’s Italy delivered a social campaign targeted to these students who were cramming for finals – and needed a tasty break when hunger began to be felt, messing up ideas,” the statement read.

There’s seven different iterations to the campaign and you can check them all out below. However, the question does remain, if you lived in a country with arguably the finest cuisine in the world, would you really want a Big Mac? Just putting it out there…




Client: McDonald’s Italy

Chief Marketing Officer: Giorgia Favaro

Retail Marketing Manager: Antonella Tarallo

Retail Development Coordinator: Elena Romagnoli

Retail Consultant: Paola Di Sciascio

Digital Lead: Elisa Bianchi 

Digital Consultant: Francesca Pelizzola


Agency: Leo Burnett Milan

Creative Director: Nicoletta Zanterino

Senior Copywriter: Maria Chiara Alegi

Junior Copywriter: Francesca Amadasi

Junior Art Director: Sonia Montella

Head of Client Services: Acsinia Messina

Senior Account Manager: Francesca Bertocco

Account Executive: Serena Giuliani

Strategic Project Manager: Simona Ventrella

Community Manager: Federica Doria, Cristian Di Pietrantonio 

Head of Planning: Ilaria Fruscio

Senior Strategic Planner: Ornella Vittorioso



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