SELECT WINNERS YEAR

London International Awards

2022 Winners and Finalists

Bronze
Music & Sound
Original Music with Lyrics


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Entrant: Grayson Music, Toronto
Brand: McDonald's
Title: "Steal My Fries"
Corporate Name of Client: McDonald's Canada
Client National Marketing Director: Rebecca Smart
Client National Marketing Manager: Andrew Mumford
Client Regional Marketing Director: Melissa Hains
Client Regional Marketing Supervisor: Suzanne Grondin
Chief Marketing Officer: Alyssa Buetikofer
Agency: Cossette, Toronto
Global Chief Creative Officer: Peter Ignazi
Executive Creative Directors: Craig McIntosh/Jaimes Zentil
Group Creative Director: Alexandre Gadoua
Associate Creative Directors: Joel Letarte/Sébastien Robillard
Senior Copywriter: Jason Soy
Senior Art Director: Zuheir Kotob
Agency Producers: Lindsay Han/Elyse Bleau
Agency Head of Strategy: Max Keane
Agency Strategy Director: Max Macbeath
Agency VP, Business Lead: Shawna Hayman
Agency Business Director: Gillian Craig
Agency Account Executive: Emily Stoneman
Agency Account Supervisor: Lauren Smith
Agency Product Owner: Ariane Landry
Production Company: OPC TV, Toronto
Director: Max Sherman
Executive Producers: Donovan Boden/Harland Weiss/Isil Gilderdale
Producer: Max Brooks
Production Company EP, Development and Representation: Emily Harris
Edit Facility: Saints Editorial , Toronto
Editor: Aaron Dark
Assistant Editor: Sam Rousseau
Editorial Producers: Emily McKay/Bobbi Dedman
Color Company: Alter Ego, Toronto
Colorist: Wade Odlum
Color Company Color Producer: Pallavi Joshi-Firb
Producers, Wingman (Online): Emily Goldberg/Erin Kuttner
Artist, Wingman (Online): Sean Douglas
Recording Studio: Grayson Music, Toronto
Sound Engineer: Brian Bernard
Music Production Company: Grayson Music, Toronto
Music Executive Producer: Kelly McCluskey
Music Producer: Sharon Yokoyama
Music Composer: Andrew Austin
Casting Company: Powerhouse Casting, Toronto
Music Directors: Mark Domitric/Tom Westin

Description:
Steal My Fries tells the story of everyday people reminiscing about, dreaming of, and ultimately getting back to a reality that seemed increasingly distant and romantic throughout the pandemic: the once commonplace activity of sharing McDonald’s fries with a friend.

Our song had to convey a sense of joyous fantasy while remaining grounded in reality and relatable experiences. We did this by creating a musical foundation that could be dynamic in intensity without being too complex.

Genre was key here as we blended a very simple and loosely structured musical theater intro with a more soulful, full band ballad in the second half. The solo piano intro kept the focus on our vocal and allowed us to be flexible with phrasing as we applied melodies to the established lyrics. The soulful second half allowed us to elevate to a more grand sense of fantasy as our main character travelled through various imagined moments, performing romantic gestures of reunion.

The Soul genre provided both sincerity and a sense of yearning with bluesy melodic vocal riffs and building chord progressions that ascend to the peak of our character’s vision as he hits his highest note, just before his friend rejoins him in that familiar McDonald’s setting he had imagined all along.

Our vocal had to be dynamic enough to convey emotion and build in intensity, without being beyond the grasp of an average singer, so we kept the key in a reasonable range and created melodies that were memorable and flavourful without being overly athletic - high notes were only relatively high and vocal runs were tasteful but far less than technically impossible.

This arrangement proved to be incredibly flexible as it was able to keep its shape in both 60 second and 30 second formats, and still tell a story that progressed from a fleeting thought to a soaring vision.