May 2009
Leo Burnett Manila has won the hearts of judges at the D&AD Awards with its television commercial for McDonald’s titled ‘Counting Sheep.’
The work has been selected as an in-book entry under the category of broadcast innovation, which is an honor that brings a feature on ‘Counting Sheep’ in this year’s D&AD Annual. Works published in the Annual are works that have gone above and beyond others in terms of creativity.
“Getting a work published in this famous annual is an equivalent of winning a Silver at any other global awards show. It is a big honor,” said Mark Tutssel, Chief Creative
Officer for Leo Burnett Worldwide.
‘Counting Sheep’ is the only Filipino entry to be included in this year’s D&AD Annual. The commercial cleverly uses the counting sheep cliché with a McDonald’s delivery rider for a twist. It loops and airs after TV stations sign off for a day, providing a delivery hotline prompt for insomniac channel surfers who might fancy a midnight snack.
The D&AD Awards is an internationally respected creative awards for the design and advertising industries. The Awards encompass 29 disciplines, spanning from writing and art direction to product design, graphic design, music videos and photography. D&AD Annual is a
collection of best works in advertising and design selected by D&AD Awards judges.
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