The Drum Awards for Design 2022

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Client: McDonald's
Date: Nov 2021
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Christmas is a time of magic and wonder, or at least it was when we were younger. With this insight, McDonald’s is wrestling John Lewis for control of that hallowed hard-hitting Christmas ad formula. Meet ‘Imaginary Iggy,’ the brainchild of a junior creative team at Leo Burnett worth keeping an eye on.

The latest installment of the ‘Reindeer Ready’ campaign dropped this morning and marks the fifth time the fast-food brand has worked with creative agency Leo Burnett on the art direction and script.

This is the heartwarming tale of a young girl, Matilda, and her lifelong relationship with her imaginary friend Iggy. The pair bond over their love of Christmas and all the rituals that occur around the season. As the film progresses we see Matilda grow into a confident young woman and, unfortunately, Iggy gets slightly forgotten about. If you‘ve seen Toy Story, you‘ll get it. The concept comes full circle when a scene in a McDonald‘s restaurant reminds her of her old friend once more.