McDonald’s and DDB New Zealand have rewritten the iconic Kiwiburger song in a new campaign celebrating what it means to be Kiwi today.
When the original Kiwiburger song first hit airwaves three decades ago, Aotearoa had a population of 1.2 million people, Wellington had just gained internet access and Jim Bolger was Prime Minister. 30 years on, we’ve evolved into a culturally rich team of 5 million – we still love rugby, world peace and kauri trees but we’ve grown to love so much more.
Says Jo Mitchell, marketing director, McDonald’s New Zealand: “We are a proudly diverse nation. We wanted to ensure the Kiwiburger song encapsulated the modern New Zealand. That’s why we’re pleased to be able to reimagine a classic Kiwi anthem in a manner that better reflects who we are.”
From tattoos and vindaloo to sailing yachts and making sushi, the 90” refreshed TV spot strives to encompass what it means to be Kiwi in 2020, enlisting the help of some famous friends including Anika Moa, Troy Kingi, Tami Neilson and band of Kiwis from all over.
Says Gary Steele, executive creative director, DDB New Zealand: “The reason the Kiwiburger song has resonated for three decades is because it tapped into the national psyche and reflected who we were. It was an exciting challenge to take an icon and reimagine it for the Aotearoa of today.”
In addition to updating the Kiwiburger anthem, Macca’s is also rolling out three new Kiwiburgers so more Kiwis can enjoy the classic taste. Kiwiburger Chicken, Kiwiburger Veggie, and Kiwiburger Bunless will be joining the original Kiwiburger Beef. All feature the famous beetroot and free range egg, which also makes it unique in the McDonald’s world.
Mitchell says she’s excited to see how Kiwis respond to the range and hopes to hear customers humming the iconic “an yan yas” for another three decades.
The longform 90” Kiwiburger music video will also roll out via 30” TVC, OOH, digital/mobile, social, radio and PR.
Marketing Director: Jo Mitchell
Head of Marketing: Deb Fell
Senior Brand Manager: Laura Youngman
Brand Manager: Naomi Reynolds
Agency: DDB New Zealand
Regional Chief Creative Officer, Australia & New Zealand: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Matt Williams
Creative Director: Freddie Coltart
Creative Director: Ben Pegler
Lead Business Partner: Karla Fisher
Senior Business Director: Mitch Young
Business Manager: Kristina Lindsay
Chief Strategy Officer: Rupert Price
Agency Producer: Charlotte Glennon
Social Media: Fuse
In Store: GuihenJones
Production Company: Thick as Thieves
Executive Producer: Nik Beachman
DOP: Eoin O’Liddy
2nd Unit Director: Félix Vaunois
Art Director: Peter Marshall
Stylist: Kylie Strathdee
Editor: THUNDERLIPS & Tim Mauger
Colourist: Dave McLaren
2D Artist: Ritchie Betts
Composer, Music Producer: Murray Grindlay
Additional Recording: Andy Lynch, Hum Studios
Music Engineer: Nic Manders
Audio Project Management: Jonathan Mihaljevich
Audio Post: Cole Goodley @ Franklin Road