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.
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