As customers order their favorite Big Mac and french fries in the minute-long video, a voiceover asks, “Have you ever wondered how much work and commitment goes into the products we eat?” The customers then are asked to wait a “little bit longer” before being told it will take about six months to receive their order. The customers appear astounded before the video cuts to a farmer, standing in the middle of his field, tearing an order slip from a receipt machine.
In addition to the TV spots, digital and social assets, the company is asking customers to order on their website by June 19 to receive their meals in the first weeks of December, insinuating the order will take as long to prepare as the time farmers and livestock breeders spend producing the ingredients. Curious customers can track the monthly progress of each ingredient in their menu and receive monthly newsletters that tell the stories of the farmers growing their meals.
TBWA\Media Arts Lab names an executive creative director
TBWA\Media Arts Lab named Lucia Orlandi to executive creative director, a newly created position. She previously served as a group creative director for the bespoke creative agency dedicated to TBWA’s Apple account.
Orlandi has led several key campaigns recently, including work focused on privacy on the iPhone, the launch of the iPhone 14 and the more recent Macbook Air launch.
The agency also recently brought on Andrew Kay as managing director of EMEA. Jake Donaghey takes on the newly created role of general manger of Australia and New Zealand. Kay takes over for Liz Taylor, who left the agency several months ago.
Jonathan George was also promoted to executive creative director in India, also a new role.
Plus Company launched +DAO, an internal Decentralized Autonomous Organization for its 3,000 employees across the network of agencies. The initiative lets Plus Company employees propose and vote on self-initiated creative projects.
Creative and media agency 22Squared named Janis Middleton to chief inclusion officer, a newly created role for the agency. She previously served as executive director of inclusion and strategy.