“That’s the last time we agree to the architect’s designs after a bender!”
So DDB Sydney has created a massive outdoor experiential campaign for the one and only, evil empire of processed fast food, Micky D’s. Yeah, I like calling Micky D’s an evil empire, or their food is poison, but y’know what? I’m not free from vice in my life so hey.. not being hypocritical here.
Anyway, they did it. Did what? They built a playground in the middle of the city. What’s so crazy about that? They created an adult-sized playground, so that grown men and women (like you and me), could let their hair down and go crazy on giant slides, ball pits and rodeo ridey things.
I must say, that after first watching the video below, it was rather heartwarming, simply because you see business rats showing some child-like emotion. I liked the copy too. “We did something only Maccas could do.” Firm, but not brazen, confident and cheeky all at once.
However, on second watch, the magic was lost on me. For starters, the people captured on tape looked rather fake, especially the guy with the balding front, glasses and striped tie. He appears at the start, middle and end of the film. In fact, some of the shots needed the camera to be really close, and most regular folk don’t feel too comfortable in front of a camera. It was too heartwarming. And hence, the video worked for about two minutes before the magic wore off. Like most of the packaging we see today.