#mcdonaldsphilippines

[madstars-festival]

[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!

[chrlsr911]

Sometimes, food cannot be eaten alone. Learned my lesson well. 😌 Thanks to @kealvs, @johnpaulgalin, @cesbnvntr, @jissiiika, @leahasupra, and @jammymandac for making this photo possible. I appreciate it, really. 🥹 Taken few hours before midnight McDonalds Crossroad Tandang Sora Branch Quezon City, Philippines #mcdonald #mcdonalds #mcdonaldsph #mcdonaldsphilippines #sangandaan #quezoncity #qc #philippines #ph #pilipinas #metromanila #ncr #hands #share #sharefood #food #fries #give #photography #instagram #ig #igph (at Quezon City, Philippines) https://www.instagram.com/p/Ck8y09lBhax/?igshid=NGJjMDIxMWI=

[greatgladiatorstarlight]

Dessert from McDonald's Philippines @mcdo_ph. #icecreamsundae #icecream #sundae #mcdonalds #mcdonaldsph #mcdonaldsphilippines #foodporn #foodie #foodgasm #foodstagram https://www.instagram.com/p/CjF3QKdv0Q2/?igshid=NGJjMDIxMWI=

[hungryhugh]

@HungryHugh Fun Fact #14: I love eating fast food. It’s such a huge weakness for me, but I love it... I’m not gonna lie. 😂 😍 Follow @hungryhugh for more food! 🙌🏼 Checkout my TikTok: iamhungryhugh! 🇵🇭 🍴: BCB (Burger Chicken Burger), BFF French Fries, Chicken Nuggets, McSpaghetti & Fried Chicken (Regular & Spicy) 👉🏼: @mcdonaldsph @mcdonalds 📍: McDonalds, Camp John Hay, Baguio City, Benguet, Philippines 🇵🇭 @mcdonaldsph has awesome items that can only be found in the Philippines: BCB (BURGER CHICKEN BURGER) BFF FRENCH FRIES, CHICKEN NUGGET, MCSPAGHETTI & FRIED CHICKEN (REGULAR & SPICY)! Anyone else wanna eat this?! 😍🙌🏼🇵🇭 . . . . . . . . #hungryhugh #foodbeast #foodie #eatersanonymous #philippines #eatfamous #EEEEEATS #travel #dailyfoodfeed #tryitordiet #fitfam #abc7eyewitness #losangeles #asian #orangecounty #hollywood #mcdonaldsphilippines #thrillist #manila #makati #burgers #filipino #cheeseburger #frenchfries #macncheese #fries #chickennuggets #mcdonalds #HungryHughxPH (at Manila, Philippines) https://www.instagram.com/hungryhugh/p/BxTW-QqAn8W/?igshid=t1trwcqbsjbo

[thestreetcat]

One of the few things that I always have to get, every chance possible, while in Manila. #mcdonaldsph #mcdonaldsphilippines #coffeefloat #wheninmanila #thestreatcatph #thestreetcatgoestoph #travel2018

[daintylala]

🌙 Donald's na lang pala siya... #mcdonaldsphilippines

[sigsawpuzzles]

Keeping the feed in threes Feeling brand ambassador .@mcdo_ph .@mcdonalds #McDonaldsPhilippines #McDonalds #LoveKoTo #Foodie #Breakfast #Flatlay

[mcrmyechelon09]

McFreeze Dalandan is about the best drink McDonald's could ever produce... #chill #mcdonalds #philippines #mcdonaldsphilippines #mcfreeze #timetochill #drinksofinstagram #cool #fauxtography #like4like

[lestat-jk]

lika na almusal! mcmuffin oh! may coffee din! crew meal game! #mcdoph #mcdonalds #mcdonaldsphilippines

[namseoyeon18]

Caramel sundae for dessert Ty mcdoph #CaramelSundae #McDoPh #McdonaldsPhilippines #Dessert #Sundae (at Mandaluyong)

[official-tech]

The breach didn't include customer payment information, according to McDonald's. #technology #TechnologyRocks #TechnologyTheseDays #technologynews #technologysolutions #technologyeducation #mcdonalds #mcdonaldsbreakfast #mcdonaldsitalia #mcdonaldscanada #mcdonaldslife #mcdonaldsfries #mcdonaldssucks #mcdonaldsjapan #mcdonaldsmalaysia #mcdonaldsszechuansauce #mcdonaldsmeme #mcdonaldsfullset #mcdonaldsph #mcdonaldstoys #McdonaldsSomerset #mcdonaldshk #McdonaldsPoutine #mcdonaldsindonesia #mcdonaldsranch #mcdonaldsgirl #McdonaldsPhilippines https://www.instagram.com/p/CQDi5_ZMN17/?utm_medium=tumblr

[imranmeedin]

#mcdonalds #mcdonaldsbreakfast #mcdonaldsitalia #mcdonaldscanada #mcdonaldsfries #mcdonaldslife #mcdonaldssucks #mcdonaldsszechuansauce #mcdonaldsjapan #mcdonaldsmalaysia #mcdonaldstoys #mcdonaldsph #mcdonaldsfullset #mcdonaldsmeme #McdonaldsSomerset #mcdonaldsindonesia #mcdonaldsmemes #McdonaldsPoutine #McDonaldsHappyMeal #mcdonaldshk #McdonaldsPhilippines #mcdonaldsp #mcdonaldsranch #mcdonaldscarshow #mcdonaldsbrasil #McDonaldsAngus #mcdonaldssignature #mcdonaldsgirl #McdonaldsCA #McDonaldsTHAILAND McDonald's is an American fast food company, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechristened their business as a hamburger stand, and later turned the company into a franchise, with the Golden Arches logo being introduced in 1953 at a location in Phoenix, Arizona. In 1955, Ray Kroc, a businessman, joined the company as a franchise agent and proceeded to purchase the chain from the McDonald brothers. McDonald's had its original headquarters in Oak Brook, Illinois, but moved its global headquarters to Chicago in early 2018.[4][5][6] Source https://en.m.wikipedia.org/wiki/McDonald%27s (at Jeddah, Saudi Arabia) https://www.instagram.com/p/BqSQNS2BHhu/?utm_source=ig_tumblr_share&igshid=bf0ah400vhhe

[hungryhugh]

McDonalds in the Philippines is definitely unique and delicious! 🙌🏼😍🇵🇭 Follow @hungryhugh for more food! 🙌🏼 Checkout my TikTok: iamhungryhugh! 🇵🇭 🍴: BCB (Burger Chicken Burger), BFF French Fries, Chicken Nuggets, McSpaghetti & Fried Chicken (Regular & Spicy) 👉🏼: @mcdo_ph @mcdonalds 📍: McDonalds, Cabanatuan City, Nueva Ecija, Philippines 🇵🇭 @mcdo_ph has some familiar items that are just like back home in LA, but also can only be found in the Philippines: BCB (BURGER CHICKEN BURGER) BFF FRENCH FRIES, CHICKEN NUGGET, MCSPAGHETTI & FRIED CHICKEN (REGULAR & SPICY)! When can we have this in the US?! 😍🙌🏼🇵🇭 . . . . . . . . #hungryhugh #foodbeast #foodie #eatersanonymous #philippines #eatfamous #EEEEEATS #travel #dailyfoodfeed #tryitordiet #fitfam #abc7eyewitness #losangeles #asian #orangecounty #hollywood #mcdonaldsphilippines #thrillist #manila #makati #burgers #filipino #cheeseburger #noodles #frenchfries #macncheese #fries #chickennuggets #mcdonalds #HungryHughxPH (at McDonalds Cabanatuan) https://www.instagram.com/hungryhugh/p/BvkrE4BAtvj/?utm_source=ig_tumblr_share&igshid=16cbarn4y9toc

[abeelair]

| His lola might kick my butt if no documentation presented for her apo. I haven't experienced trick or treat when I was a kid. Give that experience to Gabee. He deserves it. #trickortreatforkids #mcdonaldsphilippines #cebuphil #kidsneedtohavefun #daghantao #cebuigers #desvaneciendome #igcebu #igasia #iglife #igers #instaddict #instacebu #instaday #instagrammer #instalike #instahub #instamood #instaphone #instasize #mazeltov #pinoyigers #potd (at IC3 Convention Center) https://www.instagram.com/p/BpdbTX1AjyE/?utm_source=ig_tumblr_share&igshid=ovzdov8igzqa