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McDonald's: Delicious Heartache
One month after launching their first work for Macca's, Wieden+Kennedy Sydney is back with new work titled 'Brekkie Comes First'. The campaign celebrates Macca’s breakfast menu as the most important time in a brekkie fans’ day. The work is grounded in a fan truth — ‘I only go to McDonald’s for the breakfast’ — and speaks to a subsection of fans who view the restaurants as a breakfast company. Because breakfast enthusiasts flock to Macca’s for what they crave the most in the morning — hashbrowns and McMuffins (not Chicken McNuggets or a Big Mac). The fully integrated campaign features a 30" film set to the ‘80s ballad 'It Must Have Been Love' by Roxette. Appropriately titled 'Delicious Heartache', the film directed by Revolver's Taso Alexander showcases a montage of fans who missed Macca’s breakfast and is contrasted by the satisfaction of those who were lucky enough to make it in time.
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