Latest news with #LeoBurnettDubai
Campaign ME
17-04-2025
- Business
- Campaign ME
McDonald's Qatar makes sharing easier with ‘The Exchange Rate'
McDonald's Qatar, in partnership with Leo Burnett Dubai, has launched a creative take on the age-old dilemma of food sharing with the introduction of The McDonald's Exchange Rate – a digital-first campaign that translates fast food into a system of real-time, bite-for-bite value. Exclusive to the Qatari market, the activation transforms the McDonald's app into a playful trading platform, offering customers a way to settle meal-sharing negotiations with a touch of gamification. Whether debating how many fries equal one Chicken McNugget or what a McChicken is worth in soft drink sips, the tool sets live exchange rates between menu items, driven by a mix of product popularity, pricing and what the brand dubs 'overall deliciousness.' The campaign stems from a relatable truth: food sharing often involves awkward—and sometimes passionate—negotiation. By turning this social dynamic into an experience, McDonald's repositions its menu as more than just a selection of items, but as a medium for playful interaction. Promotional materials extended across in-store touchpoints, including tray mats, digital screens, and packaging stickers—bringing the exchange rates to life in physical spaces. In an added layer of engagement, fans who shared photos of their trades on social platforms were rewarded with free fries, reinforcing the idea of food as currency. 'This campaign taps into a universal truth: the most shareable items are often the most fought over,' said Sara Abuobeid, Senior Marketing Manager at McDonald's Qatar. 'By turning our menu into a live exchange system, we've created a new way for fans to engage with the brand and each other—bringing fairness, fun, and even a little finance to food.' Victor Haffling, Associate Creative Director at Leo Burnett Dubai, added: 'For many, sharing food has always been a dangerous game. Taking someone's McNugget could very well end friendships. But now, with the McDonald's Exchange Rate, you can trade without any hard feelings or Quarter Pounder-related betrayals.' The app even featured a cheeky disclaimer in its Terms and Condiments section, noting the brand 'assumes no responsibility for arguments over the value of Big Tasty bites or miscalculated McFlurry spoonfuls.' While limited to Qatar, The Exchange Rate is a local campaign that reflects the brand's continued focus on cultural relevance and experience-driven engagement. It also adds to the growing number of campaigns in the region that leverage tech-enabled creativity to deliver brand moments rooted in humour and relatability.
Campaign ME
06-03-2025
- Business
- Campaign ME
Loeries 2025 opens for entries, adds new categories
Entries are now open for the 2025 edition of The Loeries, an awards platform for brand communications and creativity across Africa and the Middle East. This year's categories span traditional formats such as Film, Radio, and Print, as well as emerging disciplines including Media Innovation, B2B Creativity, PR & Media Communications, Social Impact Campaigns, and Service Design. Reflecting the evolution of the industry, new categories have been introduced, including Comedic Impact and New Launch Campaign. Additionally, the newly established Marketing Impact Award aims to recognise the collaboration between marketers and their agency partners. Recognised globally as a key contributor to the WARC rankings, the awards aim to highlight creative excellence across advertising, marketing, design, and digital innovation. In the previous year's edition, Leo Burnett Dubai won one of the two Grand Prix awards for its The Great Indian Dunk campaign for the NBA under the Indoor Posters category. 'The Loeries exists to recognise, reward, inspire and foster creative excellence in the brand communications industry,' explains Loeries CEO, Preetesh Sewraj. 'The awards are the process that we use to show the industry who are the people and companies that are truly impacting nearly two-billion consumers across Africa & the Middle East with the information that they need to navigate a complex purchasing environment.' Entries will be evaluated by a panel of jurors from across the region, with guidance from international jury presidents. Submissions will be assessed on innovation, execution, and relevance to their respective markets. The deadline for early bird submissions is April 25, with standard entries closing on June 1. Work that has been commercially flighted or published to a substantial audience between July 1, 2024, and June 30, 2025, is eligible for entry to the Loeries. More details on the submission process and category criteria are available on the Loeries website.
