Leo Burnett Ticks All the Boxes for Happy Meal®
PRESS RELEASE
May 2008
McDonald's® is taking a new approach to its Happy Meals advertising with a campaign developed by Leo Burnett Sydney. The new campaign takes the focus away from the toy and gets kids excited about the whole McDonald's experience - fun, playland, food and new friends.
Consisting of four 30 sec executions all spots start and end with the Happy Meal box and bring to life each of the four elements of the experience in a stop animation style that draws on children’s imagination and makes each spot feel like a short film.
'A Box of Fun' shows two children playing with the box itself and changing it through origami into fun, dancing characters. 'A Box of Play' focuses on the playland and sees it magically build from the ground after colourful blocks rain from the sky. 'A Box of Choices' brings to life the new menu format and healthier food options for children, in this spot we see a group of friends build a boom box from bits and pieces they find in the garage, they then play music by placing different foods on the turntables. 'A box of Friends' shows a boy driving a fantastical Happy Meals box car, on his journey we see him making friends with some interesting characters and meeting up with his best friend.
The 30 sec spots are supported by a series of 15's titled 'Did you Know?' these spots take place in the same environment that the 30's end in and satisfy children’s insatiable appetite for knowledge by giving them fun facts to share with their friends. The 15's also describe the toy that completes the Happy Meal experience each month.
On the new campaign Group Business Director Amanda Quested, Leo Burnett Sydney said: This is a totally new approach for Happy Meals which brings to life all the elements of the experience. By making Happy Meals stand for more than just the toy and focusing on the healthier options we believe the fresh campaign will reignite mums and kids love of McDonald's as a place that kids can have fun and just be kids.
The 30 sec spots will rotate on a monthly basis with a fresh 15 sec to support them.
May 2008
McDonald's® is taking a new approach to its Happy Meals advertising with a campaign developed by Leo Burnett Sydney. The new campaign takes the focus away from the toy and gets kids excited about the whole McDonald's experience - fun, playland, food and new friends.
Consisting of four 30 sec executions all spots start and end with the Happy Meal box and bring to life each of the four elements of the experience in a stop animation style that draws on children’s imagination and makes each spot feel like a short film.
'A Box of Fun' shows two children playing with the box itself and changing it through origami into fun, dancing characters. 'A Box of Play' focuses on the playland and sees it magically build from the ground after colourful blocks rain from the sky. 'A Box of Choices' brings to life the new menu format and healthier food options for children, in this spot we see a group of friends build a boom box from bits and pieces they find in the garage, they then play music by placing different foods on the turntables. 'A box of Friends' shows a boy driving a fantastical Happy Meals box car, on his journey we see him making friends with some interesting characters and meeting up with his best friend.
The 30 sec spots are supported by a series of 15's titled 'Did you Know?' these spots take place in the same environment that the 30's end in and satisfy children’s insatiable appetite for knowledge by giving them fun facts to share with their friends. The 15's also describe the toy that completes the Happy Meal experience each month.
On the new campaign Group Business Director Amanda Quested, Leo Burnett Sydney said: This is a totally new approach for Happy Meals which brings to life all the elements of the experience. By making Happy Meals stand for more than just the toy and focusing on the healthier options we believe the fresh campaign will reignite mums and kids love of McDonald's as a place that kids can have fun and just be kids.
The 30 sec spots will rotate on a monthly basis with a fresh 15 sec to support them.
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Typographic print inspired by the movie 'Blade Runner'
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