Thursday 22 February 2018

Smart Parking

Parking in a city center is always frustrating and time-consuming. Be smart!
The new campaign of BBDO Belgium for Smart:

Smart print - parking

Credits

Client : smart
Contacts : Jo Willems, Aurélie Capouillez

Agency : BBDO
CD’s : Arnaud Pitz, Sebastien De Valck
Creative Team : Sarah Huysmans & Jasper Verleije
Account Team : Roel Sweron, Melissa Fastenaekels, Diane Vandebroeck
Strategic Planner: Wouter Van den Herrewegen
Design : Joris Bochman

Thursday 8 February 2018

McDonald’s plays off of sneaker culture to hype up its latest offering with Big Mac x Bacon Limited Edition Collaboration

The Big Mac turns 50 this year and to celebrate the iconic burger in an interesting and relevant way, this campaign drops the burger right in the centre of hip-hop and streetwear culture in a bold and irreverent way.

McDonald’s-big-mac-bacon-2018


Alexander Wang x Adidas, Supreme x Louis Vuitton, Fenty x Puma, Big Mac® x Bacon. To kick-off the celebration of the 50th anniversary of the iconic Big Mac, McDonald’s Canada is releasing the Big Mac x Bacon: Limited Edition Collaboration.



McDonald’s-big-mac-bacon-2018


The collab launched with a weeklong teaser campaign across the country, filled with cryptic black and white imagery and design that played off fashion and sneaker culture, hinting at a mysterious upcoming collaboration: “BM x B.” A teaser TV spot aired during the Grammy’s to hype up the new mystery collab. “It’s the combination of two greats. Two powerhouses,” a mysterious voice said.


On January 30th, it was revealed that this next great release is actually the collaboration of Big Mac and Bacon. A series of cheeky black and white films across television, online, and outdoor, feature high fashion types analyzing and explaining this new collab’s importance to culture.


“We really wanted to showcase the Big Mac in a modern and relevant way by integrating it into pop culture, while at the same time not taking ourselves too seriously,” says Antoinette Benoit, Chief Marketing Officer, McDonald’s Canada. “We took inspiration from how a fashion company might launch an exclusive collection by revealing the promotion as a limited-edition collaboration, through a series of billboards and ads until we finally revealed the Big Mac, treating it like the cultural icon it is.”


“Over the course of its 50-year history, the Big Mac has become a culinary icon and the recipe has remained unchanged since its introduction. That’s pretty remarkable,” says Jeff Anderson, McDonald’s Canada Chef. “The addition of another Canadian classic—bacon—to the sandwich for a limited-time symbolizes the modern McDonald’s journey, with innovative menu items alongside much-loved classics. "

“The Big Mac x Bacon was designed to feel contemporary in outlook,” says Peter Ignazi, Global Chief Creative Officer, Cossette. “The look and feel were a departure from traditional McDonald’s campaigns to support the weeklong teaser period and misdirect fans into thinking the collaboration was between two fashion or cultural icons. We created a complete design system that included a custom bacon logo and an edgy modern typeface."

McDonald’s-big-mac-bacon-teaser

McDonald’s-big-mac-bacon


Big Mac x Bacon Campaign Credits
Launch Date: January 30, 2018

Client: McDonald’s Restaurants of Canada Limited
Chief Marketing Officer & SVP: Antoinette Benoit
Senior Advertising & Media Manager: Hope Bagozzi
Senior Marketing Manager: Jean Guillaume Bertola
National Marketing Manager: Rebecca Smart
Regional Marketing Supervisor: Mélissa Hains
National External Communications Manager: Adam Grachnik

Agency: Cossette
Title: Big Mac x Bacon Limited Edition Collaboration
Chief Creative Officers: Carlos Moreno, Peter Ignazi
Group Creative Director: Simon Clancy
Creative Directors: Ed Morris, Troy McGuinness, Patrick Michaud
Art Director: Spencer Dingle
Copywriters: Jordan Hamer, Ben Duquette
Designers: Oleg Portnoy, Eric Wood
Agency Producers: Barb Gibson, Marie-Pier Poulin
Content Strategist: Youri Hollier
Director, Strategy: Jon Crowley
VP, Strategy: Scott McKay
Account Executives: Yvonne Li, Michaela Crompton
Account Supervisor: Asmait Hailu
Account Director: Lindsay Mertiri
Group Account Director: Serene Gaspar
SVP, Managing Director: Kathy McGuire
Product Manager: Chloe Drolet
Studio Director: Raquel Mullen

Senior Retoucher: Trevor Gauthier
Senior Production Artist: Graham Washer
Senior Digital Project Manager: Jeff Maynard

Production House: FRANK Content
Director: Craig Brownrigg
Line Producer: Marie Robertson
Executive Producer: Danielle Kappy
Director of Photography: Stuart Campbell
Food Stylists: Carol Brown, Noah Witenoff

Colour/Transfer Facility: Alter Ego
Colourist: Wade Odlum
Colour Assistant: Kevin Wu
Online Facility: Alter Ego
Executive Producer: Cheyenne Bloomfield
Motion Graphics Designers: Ian Flaig, Rob Fisher
VFX Artists: Steven McGregor, Andres Kirejew
VFX Assistant: Sebastian Boros

Casting: Mann Casting
Casting Director: Steven Mann

Offline Edit: Married to Giants
Editor: Raj Ramnauth

Audio House: Berkeley Inc.
Audio Engineer: Jared Kuemper

Photography: Fuze Reps
Photographer: Carlyle Routh
Production House: Soda
Executive Producer: Mina Jang
Photographer: Nick Hall-Wood

Media Agency: OMD
Strategy Supervisor: Logan Lindsay
Digital Specialist: Kyla Ames
Account Manager: Kathy O’Meara
Vice President Group Director Broadcast: Doug Scott

PR Agency: Weber Shandwick 
Director, Client Experience: Lauren Thomson
Senior Art Director: Brendan Watson
Supervisor, Integrated Media: Nare Tutundjian
Senior Associate, Integrated Media: Fatma Othman





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