McDonald’s kicks off its 50th birthday celebration by recreating a retro 80s vibe to showcase its legacy and tap into a nation’s childhood nostalgia.
The 60-second spot, created by agency Leo Burnett and filmed by Smuggler’s director Fenn O’Meally in McDonalds’ Woolwich restaurant in London (which is the site of the first UK location 50 years ago).
To make the footage, Leo Burnett and Smuggler recreated an 80s restaurant complete with retro menu boards and throwback furniture like Cheeseburger Stools, Apple Pie Tree and a mural featuring iconic characters like a Hamburglar, Birdie, Mayor McCheese and Grimace.
Set to the tune of 80s hip-hop track ‘Know How’ by British born rapper Young MC, the film shows a party underway. As the film progresses the dancing proves contagious and the rest of the party join in the fun, all to demonstrate that there’s no feeling like McDonald’s.
It ends with a montage of restaurants from the past 50 years, finally extending an invite for everyone.
Further to the hero film, McDonald’s will encourage the nation to join in the celebrations with bold out-of-home posters, modernising iconic birthday invites from the past 50 years. Illustrations were created with DA&AD award-winning illustrator Sofie Birkin to create the five original artworks each based on a different era of McDonald’s history.
Social media efforts will see Leo Burnett and McDonald’s share tutorials for the hero dancer’s moves, , as well as nostalgic ‘fit checks’ of crew uniforms, and announcements around the My McDonald’s Rewards activities across its owned channels.
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In-restaurant activations commencing from 17 July will also see McDonald’s bring the festivities to its fast food joints, including retro birthday stylings, special-edition birthday menus, a Double Big Mac and a Cake Donut.
In addition, there will also be a party bag, with digital activations developed by The Marketing Store, inviting users to open a ‘Digital Party Bag’ to get the Birthday Cake Donut and exclusive merch items for superfans. All of the activity will be supported by Armadillo.
“It’s a true privilege to help McDonald’s celebrate it’s first 50 years in the UK, and to do it in the most joyful way possible – by inviting the nation to enjoy the incomparable feeling that only McDonald’s gives you. We can’t wait to watch the festivities unfold!” said Leo Burnett executive creative directors Andrew Long and James Millers.
McDonald’s marketing director Matt Reischauer added: “Our campaign celebrating our 50th birthday taps into the countless memories we’ve made with our fans…and of course invites everyone to make new ones.”
“From exclusive merch, to our digital party bag and special-edition menu (the birthday cake donut being my favorite) we wanted to make it possible for everyone across the nation to celebrate…with a few surprises along the way. Who doesn’t love a surprise at a birthday party?”
