Brand Film Awards Winners 2020 - Sustainability

Taylor Made Media wins sustainability category with McDonald's Flagship Farmer Program

Agency: Taylor Made Media  Client: McDonald's  Film: McDonald's Flagship Farmer Program

McDonald's sought a number of films to publicise its Flagship Farmer Program, which aims to enable and encourage farmer-to-farmer sharing of sustainable practices, McDonald's wanted films to be made that tell the story of three ranchers in the US.

The entrant film follows husband and wife Gary and Sue Price, beef producers who own a ranch in Texas who have worked for more than 40 years to protect several hundred acres of Texas native grass prairie.

The film follows the couple as they work on the ranch, discussing in their own words about their vision for their land and how much it means to them to look after it for the next generation. 

The films are currently on the global Flagship Farmer website and are being seen by suppliers throughout the McDonald's supply chain. They are being shown at events focused on farmers, ranchers and other agricultural stakeholders. 

Lucas Mckelvie, global farmer program manager at McDonald's, said the results are three short films "have exceeded our expectations".

"We wanted to tell personal stories about three Flagship Farmers who are showing best practice in all they do and these films have certainly done that. The films are an incredible communication tool for us to encourage peer-to-peer sharing of inspirational stories around continuous improvement and sustainability."

Judge's comment: "Nicely shot. Engaging. Genuine. Watchable"


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