Leo Burnett London has devised an integrated TV, radio and social campaign designed to celebrate the hard work of over 23,000 farmers across the UK and Ireland to deliver the quality ingredients that going into producing McDonald's food.The campaign includes a 40-second TV spot, followed by two 30-second spots as well as cinema, radio and social elements. These will run across the UK and Republic of Ireland until the end of the year.The story is told with the help of the real farmers and farm workers themselves as they show the nation the process of how they going about growing and rearing our produce.Media planning and buying was handled by OMD.CreditsCreative Director: Pete Heyes & Chaka Sobhani (CCO)Creative: Gary Lathwell, Liane DowlingBoard Account Director: Kate TweedAccount Director: Jessica LyonsSenior Account Manager: Stephanie BatesAccount Executive: Blake FieldAgency Producer: Michelle HickeyAgency Planner: Max Keane & Joe BeveridgeAgency Project Manager: Hannah Wood & Tim WilksDirector/Production Co: Live Action TV – Vince Squibb at Academy Films; Social – Will HeapProducer: Live Action TV – Steve Overs at Academy FilmsEditor: TV – Paul Watts at The Quarry; Social – MAKE-ProdigiousPost Production: MPC – Marcus MoffattSound Design: Parv Thind at WaveDoP: TV – Stéphane Fontaine