Leo Burnett has devised a campaign to rally the UK nation to eat ‘Breakfast, Done Properly’ as McDonald's relaunches its breakfast platform.
The integrated campaign seeks to shift perception of breakfast away from being the antidote to a bad morning and into the realm of enjoyment and fulfilment, whatever the occasion.
The film utilises real relationships between the cast to create natural moments of enjoyment that are packed with feeling.
The film, titled 'Own Little World' features a range of people in various scenarios escaping their everyday life to be immersed in the breakfast-eating experience, whether that be a nurse enjoying a well-deserved treat after a busy shift, builders renovating a church or night-revellers heading home after a night out. As they take their first bite, a single spotlight from a nearby natural light source plunges the eater into a world of enjoyment.
CAMPAIGN TITLE: Breakfast, done properly.
ADVERTISING AGENCY: Leo Burnett
CCO: Chaka Sobhani
EXECUTIVE CREATIVE DIRECTOR: Mark Elwood
CREATIVE DIRECTOR: Andrew Long and James Millers
COPYWRITER: Phoebe Talbot, Hayley Power
ART DIRECTOR: Cathryn Carey, Steve Robertson
DESIGNER: Jakk Breedon and Sam Kallen
PLANNER: Tom Sussman
BUSINESS LEAD: Sam Houlston
ACCOUNT DIRECTOR: Jay Perry
ACCOUNT MANAGER: Imi Malone
ACCOUNT EXECUTIVE: Carys Parry
AGENCY PRODUCER: Javré Dow
MEDIA BUYING AGENCY: OMD
PRODUCTION COMPANY: Rogue
DIRECTOR: Georgie Banks-Davies
EDITOR: Leo King @ Stitch
PRODUCER: Polly Ruskin
POST-PRODUCTION COMPANY: Electric Theatre Collective
AUDIO POST-PRODUCTION COMPANY: Factory
PHOTOGRAPHER: Scott Grummett