The Work

McDonald’s – Be Grand

For the first time in McDonald’s’ history, three different chicken sandwiches have been launched at the same time as part of the fast food giant’s ‘Premium Chicken’ line. The objective of this campaign from Leo Burnett is to introduce the three sandwiches, whilst making a concerted effort to educate customers about the different ingredients in each one. The creative idea behind the campaign – Be Grand – relates to moments in a person’s life where they wish to feel ‘Grand’.

Project Be Grand
Client McDonald’s
Creative agency Leo Burnett Dubai
Executive creative director Peter Bidenko
Creative director Marwan Chahine
Regional director of Arabic Mohammad Halabi
English copywriter Maha Khawaja
Art directors Anna Maria Aoun, Tariq Ayass
Planner Nicolas Chidiac
Media agency UM
Director Omar Hilal for action shots and Steve Downer for food shots
Production company Film Pudding for action shots and Film Master for food shots
Exposure Pan-Arab TV, McDonaldsarabia.com, outdoor in GCC, in-store, radio in Jeddah