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Jesse James Cunningham

Unleash The Feast

McDonald's
Campaign
2019

In Kansas City, one man’s pain is another person’s meal. Because when the Chiefs get a sack, Big Macs are buy one get one free at McDonald’s. The Chiefs are known for their elite offense, so this season we turned the anticipation of a sack into a defensive rallying cry for free food and McDonald’s. The same season I work on a campaign for my hometown team, they win their first Super Bowl in 50 years. Coincidence? Maybe so. However, the rally cry did catch on, defensive play improved, and Big Mac sales more than doubled in McDonald's restaurants the day after the Chiefs won the AFC Championship.

 

Unleash The Feast :30

 
 

Rooting for your favorite team can be very intense. Every snap, every catch, and every second counts, especially when a winning record isn’t the only thing on the line.

 
 

 
 

promoting hometown pride

Like the home team, the Big Mac Sack promotion has become kind of a big deal, and not just in value. The yearly event has won the loyalty of fans giving them a chance to champion the defense and satisfy their cravings. To earn the support of The Kingdom, I wanted to put my stamp on the idea by giving it an identity that is identifiable with the swagger of the diehard fanbase; like the Air Jordan of burgers and fries. Visually it needed to illustrate energy consistent with the hard-hitting rally cry while serving the brand partnership in both motion and static forms.

The campaign branding also included motion design for the primary logo as seen on TV.

 
 

 
 

A savory victory

We intensified the appetite of fans with a thirty second television spot spanning the single-most-anticipated-moment in sports, when hunger is at its highest. Filming this frenzy called for an exciting and believable cast, so we drew inspiration from a few of our favorite Chiefs fans.

Produced by Bark Productions in Kansas City, MO. Directed by Raúl B. Fernandez.