In a bid to celebrate the joyous moments that accompany home deliveries, McDonald’s in Colombia, through its DDB affiliate, has launched the “A Second of Happiness” campaign. With the home delivery service gaining immense significance in the Latin American country, this campaign aims to authentically portray the happiness experienced by consumers when their McDonald’s orders arrive at their doorsteps.

The innovative approach taken by the multinational giant involves incorporating cameras into the caps worn by the delivery personnel. This ingenious move allows them to capture genuine and candid moments as the customers receive their much-awaited orders. The campaign features a collection of authentic photographs, all skillfully captured by the dedicated McDelivery workers.

The McDonald’s Delivery campaign in Colombia is a meticulous process that involves the capture of hundreds of photographs. Each image undergoes a thorough selection process, and legal permissions from the subjects are obtained to ensure the campaign’s authenticity and compliance with privacy regulations. To enhance the campaign’s impact, iconic moments in history have been integrated into the creative process.

According to a statement from the DDB Colombia agency, “This action made it possible to demonstrate that happiness sometimes only takes a second.” The McDelivery workers, who play a crucial role in the ‘A Second of Happiness’ campaign, have taken hundreds of photographs featuring different people in their homes and workplaces. The best among these images have been carefully selected for the campaign, ensuring that all necessary legal permissions and rights have been obtained from the individuals portrayed.

In summary, the “A Second of Happiness” campaign by McDonald’s Delivery in Colombia is a testament to the brand’s commitment to capturing and celebrating the fleeting moments of joy that their service brings to customers. Through genuine and candid photography, this innovative approach not only showcases the happiness of consumers but also emphasizes the importance of these brief moments in our lives. McDonald’s continues to lead the way in delivering not just food but also happiness, one second at a time.

Credits
Campaign: A Second of Happiness
Agency: DDB Colombia
CCO & President: John Raúl Forero, Juan Carlos Chaves
EVP Managing Director: Adriana Taborda
VP Planning: Domingo Moreno
Brand Leader Account: Natalia Diaz
Account Executive PM: Rhanna Zorzella
Head of Art: Juan Felipe Jaimes
Creative Director: Diego Tamayo, Antonio Lopez / Miguel Van Bommel
Copywriter: Constanza Santacruz / Nicolás Prieto
Art Director: Diego Lopez / Alex Aguello
Motion Designer: Camilo Pulido / Erika Amaranto
Production: Dragonfly / Los Notarios

This campaign is about:
McDonald’s, McDelivery Crew, Home Delivery Service, Delivery Experience, Happy Chaos, McDonald’s Campaign, Fast-Food, Customer Satisfaction, Food Delivery, Door-To-Door Service, Innovative Delivery, Fast-Food Experience, Colombian Fast-Food, McDonald’s Initiative, McDonald’s Happiness, Fast-Food Industry, McDonald’s Innovation, McDonald’s Campaigns

The Share the Love work, which was created by We Are Unlimited in partnership with McDonald’s, highlighted the variety of people who love to share McDonald’s fries. The creative showcases two different hands forming the iconic golden arches coming together over French Fries. The campaign images, which were shot by famed editorial photographer Mark Seliger, drew customers in and remained a constant across all platforms – from social, to CRM, to Out of Home adverts, in-restaurant imagery, and even a billboard above the McDonald’s Time Square flagship location.
Also on #NationalFrenchFryDay, McDonald’s shared the love with Fry fans across the United States by giving a free medium McDonald’s fry with any order on McDelivery with Uber Eats.

Client
Brand: McDonald’s
Chief Marketing Officer: Morgan Flatley
Vice President of Marketing, Brand Content and Engagement: Kenny Mitchell
Sr. Director, Brand Content: Julie Wenger
Retail Experience Director: Betsy Zurek
Social Engagement/Customer Experience Manager: Joe Piaskowy
Brand & Content Manager: Karen Adland
Retail Experience Manager: Patrice Devaughn
Sr. Manager, National Media: Jamie Krinsky
Manager, Public Relations and Brand Engagement: Trent Stafford
Productions Operations Manager: Janie Posadas Reyes
Sr. Manager CRM: Janine Ogren
Digital Marketing Manager: Omer Navaid

CREATIVE AGENCY: We Are Unlimited
Chief Creative Officer, DDB North America: Ari Weiss
Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
Managing Director, We Are Unlimited: Chris Loeffler
Head of Account Management, We Are Unlimited: Melanie Behling
Head of Social Media Strategy, We Are Unlimited: Lora Stock
Creative Director, We Are Unlimited: Mark Wegwerth
Associate Creative Director, We Are Unlimited: Jonathan Pliego
Associate Creative Director, We Are Unlimited: Sean Collander
Art Director, We Are Unlimited: Shelby Tamura
Copywriter, We Are Unlimited: Rachel Dawer
Account Director, We Are Unlimited: Kate Kerans
Account Supervisor, We Are Unlimited: Nika Longo
Account Executive, We Are Unlimited: Chelsea Chamberlain
Art Producer, We Are Unlimited: Jessica Sokolowski
Executive Producer, We Are Unlimited: Marianne Newton
Senior Content Producer, We Are Unlimited: Ross Greenblat
Project Manager, We Are Unlimited: Lauren Lumsden
Head of Design, We Are Unlimited: Aya Baeshean
Senior Designer, We Are Unlimited: Marcus McCoy
Digital Project Manager, We Are Unlimited: Sarah Fielding
Creative Director, We Are Unlimited: Jim White
Copywriter, We Are Unlimited: Patrick Winegar
Social Publisher, We Are Unlimited: Roma Real
Sr. Production Business Manager, We Are Unlimited: Ryan Hentsch
Senior Talent Manager, We Are Unlimited: Michelle Sanchez
Account Executive, We Are Unlimited: Justin Duchene
PRODUCTION COMPANY: Mark Seliger Photography
Photographer: Mark Seliger
Producer: Coco Knudson
Agent / Executive Producer: Ruth Levy

Archivist & Post-Production Manager: Rachel Crowe
Printer / Retoucher: Salvatore Fabbri

EDITORIAL: We Are Unlimited
Studio Operations Director: Jorie Landfear
Editor & Videographer: Nicholas Maher
Facility Producer: Rachel Lee
Head of Motion Graphics: Chris Guy

MEDIA AGENCY: OMD
Managing Director: Susanna Earnest
Director, Social Media: Maura McNulty
Senior Social Media Strategist: Liz Wendt
Social Media Supervisor: Kelly Martin
Supervisor: Max Klindt
Strategist: Blake Stezskal
Associate Director, Outdoor Media Group: Joo Han

CUSTOMER ENGAGEMENT AGENCY: The Marketing Store
SVP, Chief Creative Officer: Jim Eby
Art Director, Ryan Smith
Art Director, Jackie Avellar
Senior Copywriter: Sarah Davis
Associate Marketing Operations Manager: Mallory Tannous
Account Supervisor: Hannah McClelland

DIGITAL MARKETING AGENCY: RAPP
Creative Director: Kevin Green
Associate Creative Director: Anna Lee Doughtie
Associate Director, Experience Planning: Max Braun
Account Supervisor: Ania Malus-Kitzmann
Account Supervisor: Kerry Roach
Director, Project Management: Emily Davis

PR AGENCY: WE Communications
Account Director: Kristen Thompson
Account Manager: Madison Cushman
Senior Account Executive: Abby Smith

Tags:
Print advertising, Creative Print Ads, Print campaign, Creative Advert

McDonald’s plans to reduce the number of Extra Value Meals from 16 to 11 in 2015, in addition to a number of other changes in their attempts to trim the fat. But don’t freak out just yet! Favorites like the Big Mac aren’t going anywhere (at least, that I know of). Instead, variations of one item (such as having three different options for McWarps) will likely be cut down, eliminating the difficult decisions customers have picking between styles…and time wasted. Eight current menu items will also get the boot.

CEO Don Thompson says these changes, like trimming its menu, reviewing cooking methods and ridding certain ingredients that air a perception of ‘junk food,’ will strengthen the company as a whole and help retain customers, which recently, has been kind of a problem: in November, sales fell 4.6 percent at established locations.

According to Thompson, as the food landscape has changed towards a ‘healthier,’ (read: fresh and/or wholesome) outlook and brands like Chipotle have offered a menu that exemplifies the trend, McDonald’s has failed to follow suit. To keep up, McDonald’s will change up the way they prepare and deliver food, too.

While I’m all for healthier options, isn’t McDonald’s supposed to be kind of unhealthy? Isn’t that the point of fast food altogether? If prices for a Big Mac become comparable to an $8 Chipotle burrito, we’re all in trouble (mostly me, though). And while the giant arches corporate types swear they won’t get rid of Big Macs, who’s to stop them from eliminating the McFlurry?

Oh, now you’re worried.

I guess the only thing to do is wait. And eat as many McFlurry’s as you can before 2015.

Brand: McDonald’s
Source: blisstree