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The Drum

McDonalds: Own Little World by Leo Burnett

Client: McDonalds
Date: Apr 2021
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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.

Credits

CAMPAIGN TITLE: Breakfast, done properly.

CLIENT: McDonald’s

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