Mickey D's

From ‘Maccers’ to ‘McDizzles’ - McDonald's Campaign Encourages British Youth To 'Make It Yours'

Collaborating with Leo Burnett UK, the latest work from the quick service restaurant chain focuses on the different names young people have for it

By Emma Vernon

McDonald’s and Leo Burnett UK have collaborated with 16-24 year-olds to create a campaign that aims to convey the brand’s role in British youth culture. The minute-long ad showcases the unique way young adults have naturally taken ownership of the brand and celebrates the many ways they have made an invite to McDonald’s all their own.

Working with an ongoing collaborative panel of 16-24 year-olds, McDonald’s has been connecting with youth workers and youth projects across the country to provide access to welcoming and safe spaces. The key finding: young adults from across the nation see McDonald’s as one of the only public places they can really take ownership of.

Matt Reischauer, marketing director, McDonald’s said: “When the team first presented this idea I was filled with joy, because it’s not always easy to be young. This is especially true today, with an increased lack of provisions and spaces for our young people. This campaign celebrates their wit, charm, and sometimes awkward realities and we are frankly honoured to be a place they choose to spend time together, where they can be themselves.”

The resulting campaign shows no food, no restaurants, and never even mentions McDonald’s by name, instead focusing on the insight that young adults own the invite to McDonald’s by creating their nicknames for the brand. The work spans TV, OOH and social executions.

The 60” hero film, directed by Iconoclast, shows a chain reaction of young adults across the country inviting each other to McDonald’s. Each young adult uses their moniker for the brand, ranging from ‘Maccers’ to ‘McDizzles’, to nicknames signed in British Sign Language.

McDonald’s and Leo Burnett also invited young adults to take ownership of other brand elements across social channels. They’ve co-authored with the audience, through Street Interview style BTS content, where young cast members express how they take ownership over the brand. Alongside this, McDonald’s have released a set of stickers, so young adults can customize their own invites to McDonald’s and send them onto their friends.

The OOH campaign will bring the nicknames for McDonald’s to life in a fresh evolution of the brand’s visual identity, across outdoor sites between the hours of 4-6pm.

Leo Burnett partnered with youth empowerment network We Rise Limited, organizing workshops which enabled 14 young adults to co-create all aspects of the campaign. To ensure the campaign would resonate authentically with young adult audiences across the UK, Leo Burnett conducted community research with The Diversity Standards Collective.

Andrew Long and James Millers, executive creative directors, Leo Burnett UK, said: “Whether it’s Maccers, McD’s or even McDizzles, young adults all have their own slang for McDonald’s. This latest campaign celebrates that fan truth in a truly populist way, that we’ve co-created with our audience every step of the process.”

Media was planned and bought by OMD UK, and PR was managed by Red Consultancy.


Campaign Title: Make it Yours’

Client: McDonald’s

Advertising Agency:  Leo Burnett UK

CCO: Mark Elwood

Executive Creative Directors: Andrew Long, James Millers

Creatives: Jas Nandoo, Georgette Fischer

Creative Director of Design: Dave Allen

Studio Director: Richard Pettiford

Designer: Danny Flint

Motion Design Director: Carmen Perez Jimenez

Senior Project Manager: Alex Dougan

Deputy CSO: Tom Sussman

Senior Planner: Alexandra Arnold-Jones

Social Strategist: Benjamin Obadia

Head of Account Management: Steph Bates

Account Director: Charlotte Crawley

Account Manager : Jan Nikawala

Account Executive: Dom Thomas

Chief Production Officer: Emily Marr

Agency Producer:  Peter Williams

Assistant Agency Producer:  Sara Gill

Managing Director/EP: Jean Mougin

Managing Director/EP: Guy Rolfe

Head of Production: Beatrice Warren

Producer: Luke Plaister

Production Manager: Marian Mikhail

1st AD: Benji Edwards

Director of Photography: Albert Salas

Production Designer: James Hatt

Costume Designer: Verity May Lane

Casting: Road Casting

Edit House: Trim

Editor: Tom Lindsay

Edit Producer: Pia Ebrill

VFX: Black Kite Studios

Colour: George K 

VFX Lead: Matthew Hutchins

VFX: Itay Greenberg & Guy Penwill 

Design: Paul Mackay-Thomas & Diogo Gil 

VFX Producer: Holly Tidwell & Hannah Ruddleston

Audio Post-Production Company: Factory

Sound Designer: Jack Hallett

Audio Producer: Ciara Wakley

Music Supervision: Sharpa

Music Supervisions: Paul Goodban & Sharan Gill

Content Production Director: Yiani Andrikidis

McDonald’s Brand Team:

Chief Marketing Officer, S.V.P: Michelle Graham-Clare

Marketing Director: Matt Reischauer

Head of Marketing Brand: Hannah Pain & Chloe Bissell

Marketing Manager: Emma O’Neill

Brand Manager: Emma Pellegrinelli

Campaign Assistant: Abi Campbell

 Agency Partners

Media: OMD UK



LinkedIn iconx

Your Privacy

We use cookies to give you the best online experience. Please let us know if you agree to all of these cookies.