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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