Fast food giant McDonald’s’ new campaign puts ‘leaplings’ – people born on February 29 – in the spotlight. To make this year special for them, the brand has curated an exclusive menu comprising burgers, desserts and shakes, that will be only available to those born on February 29.
To promote this offering, the brand has also rolled out a film-led campaign, conceptualised by DDB Mudra. The film highlights different things that people born on 29 February get to hear often, whether it’s a dig at their ‘actual’ age or jokes around their birthday holiday. The film ends with the leaplings having the last laugh after they find out that McDonald’s has curated a Surprise Leap Meal that only they can avail of between 27 February to 7 March.
Arvind RP, director - marketing and communications, McDonald’s India (West and South) said, “McDonald’s has always aimed to create special moments for one and all. Unlike all others, the leaplings have to wait for three long years to celebrate their actual birthday. With this campaign, we hope to add some extra cheer to our leapling customers’ birthday week and make them feel special.”
Added Rahul Mathew, chief creative officer, DDB Mudra Group, “Everyone loves their birthday. It’s the day the world makes you feel special. But for some, this happy day appears on the calendar only once in four years. And as a brand that believes that happiness is for everyone, we thought McDonald’s could make it special for these leaplings.
Agency: DDB Mudra
Creative: Rahul Mathew, Rahul Arcot, Prasad Rao, Mahima Mathur, Aditi Jadhav, Ahel Maswood, Asha Deora, Urja Patel, Debashish Ghosh, Vivek Bhatia, Shruti Parulekar, Mohit Kundaikar
Business: Murli Krishnan, Shashank Sharma, Nerine Farrow, Bunsi Issar, Sonali Salva, Gokul Nair, Gaurav Magotra
Strategy: Mehak Jaini, Jaiprakash Tekwani, Somdutta Roychowdhuri
Films: Riddhi Mehta