Creativity

Liam Neeson Narrates a Powerful Peace Day Ad From McDonald's

Unbranded, Animated Spot Uses Graphics by Noma Bar

By Jessica Wohl. Published on Sep 22, 2015

Editor's Pick

For World Peace Day on Monday (Sept 21), McDonald's teamed up with a number of other companies for a collaborative International Peace Day effort, including a 30-second commercial seeking donations to the World Food Programme.

The spot, created by TBWA/Chiat/Day New York and paid for by McDonald's, uses animated graphics by designer Noma Bar and is voiced by Liam Neeson. Touching on the refugee crisis in Europe, it pushes people to donate, and carries no McDonald's branding.

McDonald's said CEO Steve Easterbrook and others contacted other brands to seek their participation. Brands involved that added their media weight include Burger King, Cargill, Facebook, Google, MasterCard, McCain Foods, McDonald's, OMD, Twitter, TBWA, United Airlines and DreamWorks Animation, which also got Mr. Neeson to record the voiceover.

Read more about the campaign over at AdAge.com.

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Credits

Date
Sep 22, 2015
Agency:
TBWA/Chiat/Day New York
Client:
McDonald's
Director:
Tyler Guthrie
CEO:
Steve Easterbrook
Chief Marketing Officer:
Silvia Lagnado
Senior Director of Global Brand Development:
Matt Biespiel
Artist:
Noma Bar
Narrator:
Liam Neeson
Animator:
Ale Accini
Creative Director:
Rob Schwartz
Art/Design Director:
Melatan Riden
Copywriter:
Daniel Sanders
Designer:
Mike Malz
Social Content Manager:
Anastasia Garcia
Motion Graphics Designer:
Kiyotaka Sumiyoshi
Head of Integrated Production:
Chad Hopenwasser
Group Executive Producer:
Jason Souter
Integrated Producer:
Dan Bradbury
Senior Producer:
Katie Porter
Production Associate:
Brittni Phillips
Associate Producer:
Olivia Whyte
Head of Business Affairs:
Debra Horvath
President of International Accounts:
Jean-Marie Pernaud
Head of Digital Strategy and Content Planning:
Aki Spicer
Account Director:
Edward Rogers
Music:
Elias Arts
Track Title:
"The Promise of Peace"
Executive Producer:
Joey Netter
Creative Director:
Eric Ronick
Producer:
Matt Phenix
Composer:
John Kaefer
Audio Mix:
Heard City
Executive Producer:
Gloria Pitagorsky
Producer:
Sasha Awn
Producer:
Talia Rodgers
Audio Mixer:
Evan Mangiamele
Audio Mixer:
Dan Flosdorf
Audio Mixer:
Jeremy Siegel

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