#LeoBurnettManila

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[Delving into MAD STARS 2023 Winners] The Grand Prix of the Year (P&S Advertising) - Unbranded Menu

McDonald's "Unbranded Menu": A Game-Changer for Gamers and Fast Food Lovers

In the exciting world of advertising, we often come across campaigns that redefine the rules of engagement. Today, we're thrilled to introduce you to a campaign that not only caught the eye of MAD STARS 2023 but also earned its place as one of this year's top entries. "Unbranded Menu" by Leo Burnett Manila for McDonald's is not just any marketing campaign; it's a brilliant fusion of gaming, creativity, and fast food that left us hungry for more.

Credits

Work | Unbranded Menu

Advertising Agency | Leo Burnett Group Manila

Advertiser & Client | McDonald's

Award | Grand Prix of the Year (P&S Advertising), Grand Prix in Brand Experience & Activation Stars, Gold in Social & Influencer Stars, Gold in Strategy Stars, Gold in Media Stars, Silver in Direct Stars, Silver in Media Stars, Bronze in Media Stars

Country | Philippines

McDonald's, a global fast-food giant, faced a unique challenge. The gaming industry and food have become inseparable, with gamers sharing their virtual culinary adventures. While competitors like Wendy's and Burger King had already struck deals with gaming giants, McDonald's needed a fresh approach to tap into this vibrant space.

Enter Leo Burnett Manila, armed with an ingenious strategy. They noticed that gamers love to capture and share their in-game discoveries, and there were countless unbranded McDonald's food-alikes hidden in plain sight across various video games. The solution was as bold as it was creative: McDonald's would challenge gamers to hunt down these unbranded food items, screen grab them, and share them with the hashtag #ThisIsMcDonalds. The reward? Free McDonald's food delivered straight to their doorstep!

What makes "Unbranded Menu" truly exceptional is its simplicity and effectiveness. While other brands were negotiating complex integrations into high-profile games, McDonald's found a way to be everywhere without any hefty investments or partnerships. Their food-alikes were uncovered in over 350 video games, from Goat Simulator to Grand Theft Auto, making McDonald's a household name in the gaming world.

This campaign hit home with two-thirds of the Philippines' gaming community, totaling a staggering 27 million gamers. But the impact didn't stop there. McDelivery sales soared by an impressive 35%, proving that innovation can lead to tangible results.

“The Ultimate goal for every brand is to find a space in culture and own it, and we found an idea that authentically made it in a refreshing way.” - Fabio Seidl, Director of Global Creative Development at Meta

“A digital campaign that doesn’t rely on fancy technology or complicated coding. It’s smart, simple, yet relevant.” - Chow Kok Keong, Chief Creative Officer at INNOCEAN Indonesia

"Unbranded Menu" by Leo Burnett Manila for McDonald's is a testament to the power of thinking outside the box. It's a campaign that effortlessly blended gaming culture with fast-food cravings, leaving an indelible mark on both industries. As MAD STARS 2023 recognized, this campaign deserves its place among the best of the best, showcasing the incredible potential of creative advertising.

Explore the brilliant idea on the MAD STARS 2023 website for free. Discover outstanding works like "Unbranded Menu" and a world of creative ideas that have shone brightly this year. Whether seeking inspiration or diving into innovative advertising, our doors to creativity are wide open. Happy exploring!