McDonalds Maestro Orchestra 

The brief was to create a campaign for the Maestro burger, with the objectives to increase awareness and sales for the product in their restaurants. The brand objective was to increase perception in quality of McDonald’s by introducing new premiums to the product category. However, this Maestro Burger campaign was the first official campaign under the new, overarching campaign strategy for the brand: ‘Always Open for Good Times.’ Our new brand direction also called for new, more active and spontaneous brand behaviour. Less ads, more acts. Less fiction, more realness. That’s why we decided to do something a little different to demonstrate that we are ‘Always Open for Good Times.’ Whilst communicating that the delicious Maestro burger is about much more than excitement for your taste buds, it’s also about the whole restaurant experience.

Brief explanation
The film opens with a crew in an impressive mobile production truck. All cameras are focused on a McDonald’s restaurant and a live orchestra with choir. Something exciting is about to happen. An unassuming girl enters the McDonald’s, accompanied by the first tones of the orchestra (hidden down the street). She is filmed by several hidden cameras. As she orders a Maestro burger, the orchestra music bursts from the speakers in the restaurant. She’s surprised. This is all about her. Over the course of the film, we see how the hidden cameras follow different guests throughout this memorable experience. All their movements are live accompanied by an orchestra and choir. As the guests get closer to taking that first bite of the Maestro burger, the music builds up. All to increase that momentum toward that epic climax: the first bite in the Maestro burger! The authentic reactions are priceless.

Awards

Cannes Lions International Festival of Creativity 2017
Bronze Entertainment for Music
Artist Associated Event or Stunt in Partnership with a Brand

Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment for Music
Music Live Experience

Cannes Lions International Festival of Creativity 2017
Shortlist Film
Restaurants & Fast Food Chains

Effie 2017: Broze. The Maestro master piece. 

Behavior campaign long