LOTUS :

LOTUS ROOTS

CATEGORY :

RADIO & AUDIO LOTUS

ENTRANT COMPANY :

DENTSU INC., TOKYO

TITLE :

FRIES BEAT

BRAND :

MCDONALD'S

ADVERTISER :

MCDONALD'S COMPANY (JAPAN), LTD.

AGENCY :

DENTSU INC., TOKYO

CREATIVE DIRECTOR :

YUSUKE SATO

ART DIRECTOR :

YUSUKE KOYANAGI/SAKURA HOTTA

CREATIVE TECHNOLOGIST :

SHINTARO MURAKAMI

AGENCY PRODUCER :

KEISUKE IIDA/YUKI KUBO

ACCOUNT EXECUTIVE :

TSUKURU HISHINUMA/MANA HATSUKARI

PLANNER :

MASASHI ARAKI

PR DIRECTOR :

ANNA TATSUNO

MEDIA AGENCY :

DENTSU INC., TOKYO

PR AGENCY :

DENTSU PR CONSULTING INC., TOKYO

PR PLANNER :

RYOICHI SHIMOYAMA/DAICHI KAWABATA

FILM PRODUCTION COMPANY :

GEEK PICTURES INC., TOKYO/CAVIAR, TOKYO

DIRECTOR :

TAKUMI SHIGA

FILM PRODUCER :

MASAHIRO HAYASAKA/YUKI TANIGUCHI

PRODUCTION MANAGER :

TAKUJI KOBAYASHI/REN ANDO

POST-PRODUCTION COMPANY :

TREE DIGITAL STUDIO INC., TOKYO/
THE ELVES AND THE SHOEMAKER, TOKYO

RETOUCHER :

TOSHIE ROKUDE

SPECIAL EFFECTS COMPANY :

FLUX, TOKYO/KASSEN, TOKYO

CG DESIGNER :

YASUAKI MIYATAKE/KOHEI IWASAKI/TAIYO SATO/KOUHEI MIKI

SOUND PRODUCTION COMPANY :

PIANO INC., TOKYO

MUSIC DIRECTOR :

KEISUKE TOMINAGA/MAYU INABA/SATOSHI NAKASHIMA

CULTURAL CONTEXT EXPLANATION :

The key to connecting Gen-Z to MacDonald's was the "Fry-station alarm sound" that has been used in McDonald's restaurants for many years. A sound that boasts 82% awareness among the Japanese, commonly known as the McFries Alarm.
We elevated the alarm sound to the musical content to send Gen-Z into a frenzy.
Japan is a country where fans' derivative works are very active, as evidenced by the Comic Market (the world's largest comic book convention).
In addition to manga, there are many creative, organic social posts as fan art and music under headings like "I tried singing," "I tried dancing," and "I tried playing." So for this project, as part of our activation, we provided the song, well-developed, unique 3D characters, a dance game, and a sound sample that could easily be used for such derivative works.

ENGLISH CONTEXT EXPLANATION :

For Gen-Z, MacDonald's had been around since they were born and had become such an iconic, familiar brand they took for granted. It was time for mcdonald's brand perception to be transformed into something special for them. MacDonald's had to become a brand that Gen-Z chose because they loved it, not because it was close or a lower-priced option.