McDonald’s UK and Leo UK are bringing legendary food from video games into the real world via the restaurant chain’s “Side Missions” platform, teaming up with Xbox in an immersive 360 campaign co-created with gaming fans.
At the center of the partnership is a limited-time Side Missions Menu, inspired by iconic and often mythical foods from each game. The menu brings in-game food into the real world, from Halo-inspired Black Pepper & Garlic McNuggets, based on Moa Nuggets, to Blamco Cheese Bites inspired by Fallout 76’s™ Blamco Mac & Cheese. Food offerings span six of Xbox’s most recognizable gaming franchises: Halo: Campaign Evolved, Fallout 76, Forza Horizon 6, Overwatch, World of Warcraft and Candy Crush.
Directed by Romain Chassaing via production company Academy, this :60 hero film shows iconic gaming characters abandoning their main missions to go on a Side Mission to McDonald’s. The spot opens with a scene from Halo: Campaign Evolved, where two Marines take a tactical detour to go on a Side Mission to McDonald’s. The film shows characters from the six gaming titles convening in McDonald’s, having also left their games. The film is running across TV, social and digital, with supporting cutdowns.
Andrew Long, chief creative officer at Leo UK, said, “For years fans have been bringing McDonald’s iconic food into the world of their favorite games. So now felt like the perfect moment to turn the tables, by bringing the most iconic food from fans’ favorite games into the world of McDonald’s. From Halo™ Moa Chicken to Fallout™ Blamco Cheese, there’s never been a better excuse to take a side mission to McDonald’s.”
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Credits
Client McDonald’s UK Agency Leo UK Mark Elwood, chief creative officer (at time of campaign development); Andrew Long, executive creative director (at time of campaign development); Jason Keet, James Hodson, creative directors; Abi Stephenson, Matt Jones, sr. creatives; Josh Bullmore, chief strategy officer; Joe Beveridge, head of strategy; Jen Leung, head of communications strategy; Dave Allen, head of design; Paul Reddington, design director; Tomek Drozdowski, sr. designer; Carmen Perez Jimenez, motion design director; Jacson Mitchell, sr. motion designer; Bey Redding-O’Brien, motion designer; Ricky Pettiford, studio director; Ethan Lynthon. design producer; Anna Cartwright, head of McDonald’s production; Helen Choonpicharn, sr. producer; Kinga Lily, producer. Production Company Academy Romain Chassaing, director; Caroine Soussen, director’s assistant; Steve Overs, producer; Darapen Vongsa-nga, exec producer; Rosie Pike, production manager; Mathieu Plainfosse DP; Didier Mallet, 1st AD; Olly Williams, production designer; Elaine Ngan, home economist. Production Service Company B2Y. Production Company, Food Darling Films Ltd. Scott Grummett, director; Kelly Doyle Montejo, producer; Claire Timms, exec producer; Tim Green, DP; Rob Peacock, VFX supervisor; Isusko Garcia, 1st AD; Olly Williams, production designer; Udo Reichelt-Schaurer, home economist. Editorial tenthree Sam Bould, editor; Alice Payne, offline edit assistant. Postproduction Black Kite Studios George Kyriacou, colorist; Phil Oldham, creative director; Andrew Bartholomew, Jorge Montiel Meurer, VFX leads; Alexandra Lucut, Andrea Malpede, Chris Gill, Daniel Moore, David Early, David Wanger, David Watson, Elia Goettlicher, Ethan Francis, Federico Sguera, Florian Mounié, Guy Lubin, Heidi Prescott, James Bown, James Hansell, James Russell, Jamie Lancaster, Jim Cullen, Joel Paulin, Lino Khay, Martin Villert, Matt Hutchins, Neil Szymanski, Pablo Oliver, Rémy Herissé, Sith Khay, Sophie Langton, Stephen Greaves, Theo Mall, Tom Mackay-Thomas, William Bell, VFX artists; Hazel Gibson, VFX exec producer; Hannah Jarrold, VFX sr. producer; Leanne Gillett Finglas, VFX production coordinator. Editorial, Food Final Cut Adam Rudd, offline editor; Ruby Browne, offline edit assistant.
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
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