McDonald's - "Raise Your Arches" by ANDY Awards 2023
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McDonald's - "Raise Your Arches"
- Brand: McDonald's
- Country: United States
- Advertiser: McDonald's
| Title | Raise Your Arches |
| Agency | Leo Burnett |
| Campaign | Raise Your Arches |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Date of First Broadcast/Publication | 2023 / 1 |
| Business Sector | Food |
| Story | In a world of mounting pressure and expectation, an invitation to McDonald’s provides us all with a small, but much needed moment of light-hearted release.However, we noticed something. An invitation to McDonald's is so universal that it can be communicated without words, food, or restaurants. All it takes, is a simple raise of the eyebrows - a gesture that everyone in the UK is familiar with.McDonald’s claimed ownership of that knowing look by turning it into an ownable action that quickly became a cultural trend that spread across 35 countries, via a fully integrated media plan that launched on Blue Monday at the beginning of January, with the goal of spreading joy at a time when the nation needs it most.We began with a bold experiential stunt that saw McDonald’s change their logo for the first time in history across physical signage, as well as social profiles. |
| Media Type | Digital |
| Length | |
| AI Description | This McDonald's ad, named 'Raise Your Arches,' uses visual storytelling to communicate a universal gesture of inviting someone to McDonald's without using words. The ad opens with scenes of city life, creating a backdrop of mounting pressure and expectation. The familiar golden arches are prominent throughout, elevated above the city landscape. Various individuals are shown raising their eyebrows, symbolizing a call to connect through McDonald’s. The ad highlights its cultural impact, spreading virally across multiple countries and platforming itself as a trendy gesture. In an office setting, characters are seen uniting, inspired by the universal McDonald's look. The scenes transition from the UK, showcasing a feeling of light-hearted joy and community. Social media elements add a modern touch, displaying how the gesture has gone viral worldwide. The ad concludes with a visual of McDonald’s iconic logo, tying back its branding to this shared cultural phenomenon. |
| Chief Creative Officer | Chaka Sobhani |
| Executive Creative Director | Mark Elwood |
| Creative Director | James Millers |
| Creative Director | Andrew Long |
| Senior Creative | Gareth Butters |
| Creative Director of Design | David Allen |
| Designer | Jakk Breedon |
| Head of Planning | Tom Sussman |
| Planning Director | Joe Beveridge |
| Senior Planner | Roxy Windisch |
| Head of Account Management | Sam Houlston |
| Business Director | Jay Perry |
| Account Director | Alice Pavey & Alex Light |
| Account Manager | Carys Parry |
| Account Executive | Brittony Kelly |
| Head of Project Management | Jamie Teale |
| Head of McDonalds TV Production | Graeme Light |
| Production Company | Moxie Pictures |
| Director | Edgar Wright |
| Editor | David Webb / Final Cut |
| Producer | Doochy Moult |
| Post Production Company | Framestore |
| Flame | Darran Nicholson |
| Producer | Alexia Paterson |
| Colourist | Stef Perry |
| Audio Post Production | Sam Ashwell / 750mph |
| Photography & Motion Production | Prodigious |
| Head of Art Production | Jo Hodge |
| Photographer | Tom Van Schelven |
| Media Agency | OMD |
| Media Team | Mandy Arora & Tejal Maru |
| CMO, SVP / McDonald's UK | Michelle Graham-Clare |
| Director of Marketing & Media / McDonald's UK | Steve Howells |
| Head of Marketing, Affinity, Trust & Family | Hannah Pain |
| Head of Customer Communications & Partnerships | Louise Page |
| Brand Manager / McDonald's UK | Amber Myers |
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