McDonald’s and DDB “push boundaries” in Loaded Fries ad debut

Pippa Chambers
By Pippa Chambers | 4 December 2015

McDonald’s and its creative agency DDB Sydney are back with a new customised food offering – loaded fries.

Following on from its Australian-first of Create Your Taste burgers, the fast food giant has this week launched 'Bring Fries to Life' - a campaign which utilises a variety of film mediums to announce the arrival of another world-first from Macca’s – Loaded Fries.

The Loaded Fries product lets Aussies top their fries with either guacamole and salsa or bacon and cheese sauce, bringing Macca’s French fries to life with new 'personalities'.

Throughout December, these personalities will be rolled out nationwide through #FryFlix, which includes a fresh style of TV ad for McDonald’s, a crowd-directed short film, and a digital content hub.

The TV ad component of the campaign utilises comedic voiceovers to bring to life the new Fry personalities in irreverent short films that will also be housed at the #FryFlix digital hub.

McDonald's has also rolled out ads across billboards as part of it's out of home offering, as well as a big personalised email marketing push.

Senior marketing director at McDonald’s Australia, Bronwyn Powell, said: “I challenged my team and our agency partners to push the boundaries and give us a campaign that transcends both traditional and new channels. They’ve certainly delivered with the range of FryFlix films, and I’m excited to see how Aussies respond to it.”

DDB Sydney's chief creative officer, Toby Talbot, said: “The creation of this campaign and films has been a great collaborative project between agency, client, director and some superb improv comedians. And I think it shows. We enjoyed making them and hopefully people will enjoy watching them.”

To extend #FryFlix into the social world, VML Australia will put Facebook fans into the director’s chair to help define how Detective Fry solves a Fry Town crime over a five episode series. The final short film will premiere on Facebook on 26 December.

The best 'Loaded' scene suggestions will be brought to life in the movie and everyone who participates will be added to the film’s credit roll, with the fans behind the final scenes celebrated as directors of the next episode.

MD and executive creative director at VML Australia, Aden Hepburn, said it's been a fun project working with McDonald’s on ‘Loaded’ and the agency is pleased to have been able to produce a social component “which truly engages McDonald’s fans”.

“I’m looking forward to seeing where Australians send Detective Fry on his investigation,” Hepburn said.

Check out the ads and the the trailer:


Credits:

McDonald’s Australia:
Chief Marketing Officer: Mark Lollback
Senior Marketing Director: Bronwyn Powell
Marketing Manager: Pennie Cruikshank
Digital Marketing Manager: Sheerien Salindera
Brand Manager: Andrew Southey
Social Media Manager: Zoe Condon

DDB Sydney:
Chief Creative Officer: Toby Talbot
Creative Partners: Steve Jackson and Pete Galmes
Creative Team: Hannah King and Sam Pascoe
Head of Integrated Content: Sevda Cemo
Producer: Anna Wright-Hands
Managing Director: Nicole Taylor
Group Account Director: Lisa Hauptmann
Account Director: Lisa Little-Cain
Planning: Fran Clayton and Anna Bollinger
Lead Designer: Domenic Bartolo
TV Production Company: Stuff & Nonsense
Director: Steven Saussey
Post-production: The Editors
Sound: Nylon Studios

VML:
Creative: Aden Hepburn, Chris Scott, Matt Greerson, Tahlia Calvisi, Jamie Muscat and Paul Fiore
Planning and Social: David Di Veroli, Matt Brown, Christian Love and Berlian Ayudya
Account Service: Betsy Ligibel and Mark Tovbis
Production: Natalie Frischknecht, Rick Govic and Matt Barber

OMD:
Business Director: Jonathan Betts
Account Director: Margie Foo Clarke

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