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McDonald’s COVID Campaign Celebrates Stay at Home ‘Cocoon Culture’

The Night-In campaign’s first film was directed by Roslee Yusof from Freeflow Productions. It mirrors and celebrates the newfound joys of staying home – dubbed “Cocoon Culture”.

McDonald’s has launched a new campaign via Publicis Communications to present Night-In, a brand engagement platform showing how the covid-normal world, nights-in has become the new nights-out.

The Night-In campaign’s first film was directed by Roslee Yusof from Freeflow Productions. It mirrors and celebrates the newfound joys of staying home – dubbed “Cocoon Culture”.

The idea grew out of a study by Publicis conducted in partnership with Milieu Data, which sought to understand changes in consumer behavior over the pandemic period. The regional study featured almost 20,000 respondents from Singapore and analyzed data based on the preferred activities of consumers over weekends.

Credits

Client: Mcdonald’s Singapore

Senior Director, Marketing And Digital Customer Experience: Drina Chee

Senior Marketing Manager: Eileen Ang

Digital Marketing Consultant: Mabel Ong

Chief Creative Officer: Jennie Morris

Group Creative Director: Sharim Gubbels

Creative Director: Adrian Yeap

Associate Creative Director: Sithum Walter

Associate Creative Director: Samantha Liew

Business Director: Lim Xin Wei

Account Director: Tan Wan Shin

Strategy Director: Arielle Brustein

Strategy Planner: Wong Teng Fon

Senior Producer: Caroline Frances, Prodigious Singapore

Production House: Freeflow Productions Pte Ltd

Director: Roslee Yusof

Executive Producer: Jill Soong

Producer: Nadira Bmz

Post House: Freeflow Post

Audio Post House: Pitch Audio + Magic