McDonald's: All right, for Australia Day, you can call us 'Macca's'

Starting this week until 4 February, select restaurants across Australia will be changing their signage from McDonald's to Macca's. 

The integrated campaign is also supported by TV, outdoor, print, PR and social media. 

“Being given a nickname in Australia is one of the ultimate compliments, so when we were asked to create a campaign for Australia Day, we thought, 'Why not celebrate this by not only acknowledging the nicknames Aussies give each other, but also the one Australia has given McDonald’s—Macca’s,'" said Cam Hoelter, DDB Australia creative director.

The idea will run across all brand touchpoints from "crew member name tags to the Golden Arches signs", added Hoelter. 

“We’ve been a part of Australia for over 40 years now and we’re incredibly proud to embrace the nickname Australians have given us," said Mark Lollback, McDonald’s Australia chief marketing officer.

CREDITS

McDonald’s Australia:
Chief Marketing Officer: Mark Lollback
Vice President Marketing: Madeleine Fitpatrick
Marketing Manager: Zipporah Allen
Senior Brand & Strategy Manager: Paul Pontello
Media Relations Manager: Skye Oxenham
DDB Group:
Executive Creative Director: Dylan Harrison, DDB
Creative Directors: Cam Hoelter and Richard Morgan, DDB
Creative Team: Adam Ledbury and Guy Lemberg, DDB
Managing Partner: Richard Morewood, DDB
Planning Director: David Chriswick, DDB
Senior Business Director: Sara Tomonari, DDB
Senior Business Manager: Melinda Parris, DDB
Head of Media Relations Strategy: Tina Alldis, Mango Sydney
Media Relations Team: James Duffy and Chelsea Lamond, Mango Sydney
Agency Producer: Amy Hansen, DDB
Designer: Domenic Bartolo, DDB
Partners
Director: Scott Pickett
Producer: Nick Simkins
Production House: Jungle Boys
Post Production: Cutting Edge
Music: Song Zu
Media: OMD
Media Relations: PPR Sydney, Mango Melbourne, Rowland, Hughes PR and PPR Perth
Signage: Coates Signco