McDonald’s Celebrates the Night Owls and Early Birds
See the latest work for McDonald’s by Leo Burnett London and Manila
Leo Burnett London
“We Are Awake”
McDonald’s “We are Awake” campaign reminds all late-night denizens that more than 600 stores in the United Kingdom are open 24 hours.
The spot showcases “the night” from evening through morning, and features real people and their nighttime goings-on. The scenes are accompanied by the track “Rhythm of the Night,” with vocals by Hattie Webb.
Running across television, radio, out-of-home and digital, the campaign will be activated throughout the year featuring new executions.
Leo Burnett Manila
National Breakfast Day
Since 2013, McDonald’s Philippines has celebrated National Breakfast Day with free meals to early risers.
This year, McDonald’s teams paddled their way out to sea, surprising fishing crews, who have been out since 2 a.m., in boats outfitted with neon Golden Arches that lighted up the dark.
This idea by Leo Burnett Manila saw the McDonald’s crew distributing 40,000 McMuffin breakfasts to fishermen, farmers, school teachers, security guards and street sweepers — individuals working hard in the wee hours while the rest of the world sleeps on.