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Bronze Winner

Retail
Entrant: DDB Sydney, Sydney
McDonald's
"Playland"
Credits
Corporate Name of Client: McDonald's
Client Account Director: Helen Farquhar
Agency Account Directors: Kenny Hill/Sarah Trickey/
         Georgina Gooley
Agency: DDB Sydney, Sydney
Executive Creative Director: Matt Eastwood
Creative Director: Adam Rose
Copywriters: Adam Rose/John Downing/
         Matthew Knapp
Art Directors: Adam Rose/Matthew Knapp/
         John Downing
Agency TV Producer: Brenden Johnson
Set Designer: Karen Murphy
Production Company: Revolver
Set Construction: Greg Hajdu (Greg Sets Pty Ltd)

Basic description of the project:
McDonald’s wanted to communicate to adults who rarely paid them a visit. For them, McDonald’s held few emotional ties, and only offered convenience. These people had grown apart from McDonald’s. We needed to re-engage them. The insight was that most adults, regardless of whether they still go to McDonald’s, have fond memories of it from their youth. So, we decided to build an adult-sized Playland to make them feel like kids again.

LIA Awards 2010©

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