The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Integrated Campaign
Annual ID
OS23_IG011S
About the Work
In a world of mounting pressure, an invitation to McDonald’s provides us all with a small, but much needed moment of light-hearted release. That invitation is so universal, it can be communicated without words, food, or restaurants.
All it takes is a knowing raise of the eyebrows.
We claimed ownership of that knowing look, with an epic film directed by iconic British director, Edgar Wright, which instantly went viral. It was the first McDonald’s ad in history that didn’t feature a product or a restaurant scene, and yet was instantly identifiable and scored an unprecedented 98% brand recognition.
We also changed the iconic McDonald’s logo for the first time in history, created hundreds of targeted invitations, and even gave fans the chance to save money with an app promotion.
And then something amazing happened.
The iconic eyebrow invitation became a cultural trend. Fans, celebrities, and influencers all took to social media and began joining in, and before long the movement had trended on TikTok and spread to over 40 countries.
Now anytime, anyone Raises Their Arches, it can mean only one thing…
Fancy a McDonald’s?
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Leo Burnett / London
Production Company
Moxie Pictures / London
Music / Sound Production Company
750mph / London
Post Production Company
Framestore / London
Media Distribution Company
OMD / London
Creative Director
Andrew Long
James Millers
Designer
Jakk Breedon
Director
Edgar Wright
Editor
David Webb
Executive Creative Director
Mark Elwood
Photographer
Tom Van Schelven
Producer
Alexia Paterson
Doochy Moult
Account Director
Alex Light
Alice Pavey
Account Executive
Brittony Kelly
Global Chief Creative Officer
Chaka Sobhani
Account Manager
Carys Parry
Audio Post Production
Sam Ashwell
Business Director
Jay Perry
Chief Marketing Officer, S.V.P
Michelle Graham-Clare
Colourist
Stef Perry
Flame
Darran Nicholson
Head of Account Management
Sam Houlston
Head of Art Production
Jo Hodge
Head of Consumer Comms & Partnerships
Louise Page
Head Of Design
David Allen
Head of McDonalds TV Production
Graeme Light
Head of Planning
Tom Sussman
Head of Project Management
Jamie Teele
Media Team
Mandy Arora
Tejal Maru
Photography & Motion Production
Prodigious / London
Planning director
Joe Beveridge
Senior Creative
Gareth Butters
Senior Planner
Roxy Windisch
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