London International Awards
2022 Winners and Finalists
Bronze
Music & Sound
Original Music with Lyrics
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:
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.