Campaign details
Brand: McDonald'sBrand owner: McDonald'sEntrant company: DDB Aotearoa, AucklandMarket: New ZealandSector: Restaurants & takeawaysMedia channels: Online video, Outdoor, Out-of-home, Public relations, Radio & audio, Social media, Television, Video on demand, Websites & micrositesBudget: 500k - 1 million
Executive summary
In 1991, quick-service restaurant brand McDonald's New Zealand launched the Kiwiburger with 'The Kiwiburger Song' – the nation's unofficial definition of what it meant to be a Kiwi. By 2020, the song hadn't changed in 30 years, but New Zealand had. A lot.
So, in a year...