The Best Work You May Never See: Rogue Films' Sam Brown Directs "Night Workers" For McDonald's, Leo Burnett London

By

Robert Goldrich
Tuesday, Mar. 10, 2020

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McDonald’s and Leo Burnett London have launched an integrated campaign, “Night Workers,” recognizing and celebrating the millions of dedicated and often unseen people in the U.K. and Ireland who work overnight.

The hero film of the campaign is this :60 directed by Sam Brown via Rogue Films. In each scene, the spot explores some of the jobs that unsung night workers do, such as looking after patients in hospitals, maintaining roads, re-stocking supermarkets--but the workers themselves are invisible.

This theme continues until the climax of the film as they walk through McDonald’s doors for a well-deserved break. We see the workers for the first time, clearly emphasizing that the doors of McDonald’s are always open, ready to welcome them and help see them through the night ahead, no matter the time.

The campaign brings to life the notion that McDonald’s champion’s night workers, including its own overnight workforce, and sees their world when others might not.

Ben Fox, director of brand, experience and media at McDonald’s U.K. and Ireland, said, “With over 700 restaurants open 24/7, McDonald’s is a much-loved pit-stop for an army of people who work tirelessly through the night to keep the nation ticking over. From nurses, to taxi drivers and firefighters to road workers, this campaign celebrates those unseen, unsung heroes and the role McDonald’s plays in keeping them going.”

Credits

Client McDonald’s Agency Leo Burnett London Chaka Sobhani, chief creative officer; Pete Hayes, creative director; Rory Hall, sr. creative, copywriter; Steph Ellis, sr. creative, art director; Lou Pegg, sr. producer. Production Rogue Films, London Sam Brown, director. Postproduction The Mill Audio Post 750mph Sam Ashwell, mixer.

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