A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS

DC-01-03. Breakfast Lullaby

AgencyLeo Burnett Moscow
Creative headMikhail Kudashkin
Author of ideaLeo Burnett Moscow
ProductBeef McMuffin Sandwich
DescriptionWe were challenged to promote the new Beef McMuffin, the latest addition to a wide range of products available for breakfast at McDonald's. Instead of stepping into the obvious (and widely explored) territory of morning, sunshine and alarm clocks, we took a completely different route.

We created a lullaby, which was played to radio listeners only at night, lulling them to sleep.

The lullaby was designed to inspire saliva-wet, food-related dreams that leave you craving for a nice McBreakfast the next morning.
Team membersExecutive Creative Director: Mikhail Kudashkin
Creative Group Head: Selim Unlusoy
Senior Copywriter: Ivan Dergachev
Producer: Dasha Kulikova
Voice Talent: Fyodor Stepanov
Yawning Talent: Dasha Kulikova