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.

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."

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

BR Malls Mooca Plaza Shopping: Human Warmth

More than 15.000 people are living in the streets of São Paulo unprotected from the cold. Mooca Plaza Shopping wanted to help so, the task that WE, an agency from São Paulo, had was to find a way to increase coat donations. They created posters with the photos of actual homeless people suffering from the cold and the donor could help by placing a coat upon them.

Human_Warmth _English from Rodrigo Passos on Vimeo.


CREDITS:
Advertising Agency:WE, São Paulo, Brazil
Client:Mooca Plaza Shopping, Maria Luiza Dias Ferreira Thomé
Chief Creative Officer:Guy Costa
Creative Directors:Ricardo Sarno, João Paulo Magalhaes, Ana Castelo Branco
Art Directors:Leandro Valente and Alexandre Diniz
Copywriter:Rodrigo Passos
Calligraphy:Douglas Reis
Rtvc:Fernanda Ragazzi, Juliana Emeric, Lais Leleu
Account:Jose Boralli, Wesley Santesso, Vera Fassbinder, Bruno Luiz
Media:Fabio Rosinholi, Thais Caruso, Mauricio Torres.
Chief Operating Officer:Valdir Barbosa
Production Company:Tanajura Filmes
Film Director:Pedro Campos and Leandro Valente
Film Photographer:Victor Ponce
Executive Producer:Mariana Villas Bôas and Bruna Estivalet
Producer:Thaís Martins, Alex Yoshinaga
Motion Design:Fernando Capelari, Amanda Campos

Alien: Covenant installation

Hundreds of Alien fans were lucky enough to be part of a shocking experience and enter the Alien universe. 5SEIS agency presented a quarantine dome, as a cave. In the dark and mysterious interior, there are eggs and an Alien that surprises visitors.

They created a shocking event about the Alien saga and the upcoming release film Alien: Covenant, which began with the celebration of Alien Day. Experiences that integrate technology, staging and Alien culture.

The event was held on Wednesday, April 26 in of Abasto Shopping, with the press, influencers, and fans through a social network giveaway.



Some of the experiences included:
The Alien Detector: An Aliens detector scanner, a development of Weyland Yutani Corp, which warns if the participant carries an Alien in his body. Maybe a Chestburster will come out of his chest! The performance of each participant was recorded and sent in GIF format and shared on social media.

Meet Walter®, a synthetic with AMD Ryzen processing power. AMD is the official supplier of artificial intelligence on Ridley Scott's Alien: Covenant. Along with this line, through various technological tests, the user can create his own Walter® synthetic according to his personality. Thanks to NFC technology, your Walter® configuration will be complete by physically locating the AMD Ryzen chip.

Exhibition of original license figures by Knowhere Collectibles. Queen Alien, limited edition books, statuettes of various sizes with a great level of detail. In addition, themed drinks were served on a pop-up bar.

The installation was present for 4 days for fans and the general public, between Thursday 27th to Sunday 30th April 2017. Alien: Covenant premieres on May 18, 2017, in Argentina.



Credits:
Agency: 5SEIS
Creative Directors: Gabriel Aufgang, Pablo Saquero
Producer: Ariel Serra

Advertised brand: Alien: Covenant
Advertiser: 20th Century Fox Argentina
Advert title(s): Alien: Covenant | 20th Century Fox Argentina
Dates: April 26-30, 2017
Location: Abasto Shopping

For 20th Century Fox Argentina:
Martin Zambonini - Regional Digital Manager / Marketing Director
Cecilia Bianchini - Senior Publicity Manager
Valeria Rimoldi - Advertising & Promotion Manager
Florence Berti - Marketing Coordinator

For AMD: Nicolas Canovas, Juan Sturla
For Abasto Shopping: Romina Castro Peña, Maria Victoria Moreno
For Knowhere Collectibles: Franco Celentano

Samsung Galaxy - Over the Horizon. A blind man's photographic journey

‘Over the Horizon‘, a new campaign for Samsung Galaxy is based on the real life story of Alexander Zhuravlev, a blind photographer from Russia, who was able to take a step beyond the horizon of his own possibilities.

The campaign aims to inspire ordinary people to push beyond their own comfort zone and understand that daily life has much more to offer than they expect.

The campaign features Alexander Zhuravlev – a photographer with only 2% residual vision.

Alexander became blind at the age of 11 as the result of an illness. Despite seeing almost nothing he is a passionate skier, a traveller and an enthusiastic photographer.

He lives at full throttle and believes that disability will only hold you back if you allow it to.
Driven by wanderlust, Alexander visited India alone and has travelled further since. He says that he can feel the world around him through the rest of his senses.

And 2% vision is enough to see what is most important: sunlight, colours and the horizon.

During his latest journey to South Ural, the Russian region famous for its severe climate and beautiful landscape,

Alexander took a series of photographs using a Samsung Galaxy smartphone to create a social project comprising an online video, a website and a photography exhibition.

His exhibition opened in The Lumiere Brothers Gallery in Moscow.


Samsung. Over the Horizon from Red Pepper Film on Vimeo.


Credits:

Creative Team: Cheil Russia
Creative Group Head: Mitya Usov
Digital Creative Lead: Dmitry Sherbakov
Art Director: Alena Klepikova
Copywriter: Irina Filina
Head of solutions center: Ekaterina Smygina
Content director: Anna Evstratova
Producer: Tania Chepko
Digital producer: Timur Konusbekov
Brand experience manager: Artem Grigoriants
SMM manager: Katia Bondarchuk
Production Company: Red Pepper Film
Director: Ivan Sosnin
DOP: Yegor Protsko
Creative producer: Danil Golovanov
Executive Producer: Yana Shmaylova
Art-director: Julia Uzkikh
Samsung:
Samsung Mobile Marketing Director in Russia: Seif El Hakim
Head of marketing communications and collaborative marketing: Svetlana Millina
Marketing manager: Elena Podolskaya

The Fairtrade Foundation: Farley & Bell

This hard-hitting stunt from AMVBBDO demonstrates how people are often seduced by nice branding and don't think to question where their food might come from.

Salespeople from a fake new brand called Farley & Bell approach people on the street asking them to sign up to a new fruit and veg box scheme. What they didn't expect was that these fresh and cheap fruit boxes would be delivered to their front doors by exhausted and struggling children.

Then they learn that Farley & Bell is actually a fake brand, created to highlight the exploitation of farmers and child labour in countries such as Ghana and Cote d'Ivoire by food companies.

“Sometimes you just don’t think what’s behind the cheap price. You get drawn in by a deal and pretty packaging,” says one shocked buyer.

U.K.'s "Fairtrade Fortnight," is running from Feb. 27- March 12 and the stunt took place on the streets of West London.

Jonathan Smith, head of campaigns at the Fairtrade Foundation said: "Whether in the UK or in Malawi, no one deserves to be short-changed for a hard day’s work. Farmers get a better deal when they sell their crops on Fairtrade terms. Through Fairtrade, farmers can invest in better farming practice, earn more money for their crops, and make sure their children are fed and can go to school. Communities can also invest in clean water and clinics, improving everyone’s health."



Learn more: http://fortnight.fairtrade.org.uk/

Credits:
Advertising Agency: AMVBBDO
Production: Acne London
Director: Johnny Hopkins
Creative: Clark Edwards
Creative: Andre Hull
Producer: Nikki Marsh

Air France "French Kiss & Ride" by Duval Guillaume

Saying goodbye to your loved once at the airport is always a very intense moment. However, long queues and the necessity to be there on time prevent you from doing just that. But not when you live in Belgium and travel with Air France. To emphasize the convenience of travelling with Air France from Bruxelles-Midi, Duval Guillaume developed the campaign “French Kiss & Ride”: Kiss & Ride, the French way.

The French Kiss & Ride is, first of all, a spot in the underground parking of the train station: parking is free so you can say goodbye properly - totally different from any other standard Kiss & Ride zone, where you can only stay for about 2 minutes.

To make your goodbye even more memorable, Duval Guillaume created a special spot in the train station. Here everyone could take the time to say goodbye to their loved ones, before taking the train to a faraway destination. The goodbye was filmed, and the movie was sent to your mailbox as a souvenir, and to share on social media. In and around Bruxelles-Midi different posters and digital banners showed the way to the French Kiss & Ride spot. Influencers and travel bloggers were invited to share pictures and movies with their followers. No doubt: from now on there is time to say "Au revoir, mon amour!" before you leave for a flight.



Credits:
Advertiser: Air France Belgique
Client Contacts: Ellen Schouppe
Agency: Duval Guillaume
Managing Director: Patrick Clymans
Executive Creative Directors: Koenraad Lefever & Dries De Wilde
Art Director: Arnaud Bailly
Copywriter: Karel De Mulder
Strategic Director: Piet Wulleman
Account Manager: Florien Vanderperren
Account Executive: Dorien Van Antwerpen
PR Company: MSL Group
PR Director: Kathy Van Looy
Designer: Laurent Lejeune
DTP: Bart Janvier
Digital Producer: Bart Callaerts
Production Company: Geronimo & Prodigious
Director: Jan Boon
Post Production Company: Geronimo
Illustrator: Timo Meyer
Production Manager: Christ Lannoy
Media Planner: Maxu

84 Lumber Super Bowl Commercial - The Entire Journey

The most controversial spot from Super Bowl 51 comes from 84 Lumber. Fox didn't allow them to run the entire spot so they aired half and directed people to their website to see the rest.

It's about a Mexican mother, traveling with her daughter through the desert in order to make it to the US but eventually, they end us facing Trump's wall. Throughout the journey, the little girl collects pieces of fabric and stitches them together to make an American flag. The two immigrants don't lose hope, they don't turn back but instead, they find a big door and walk through it. The end line reads "The will to succeed is always welcome here".

Rob Schapiro, the chief client officer at Brunner, the agency behind the spot, told Washington Post "Ignoring the border wall and the conversation around immigration that’s taking place in the media and at every kitchen table in America just didn't seem right. If everyone else is trying to avoid controversy, isn't that the time when brands should take a stand for what they believe in?"



Credits:
Client: 84 Lumber Company
Agency: Brunner, Pittsburgh
Production Co.: Sanctuary, Los Angeles