Burrell wins Telly for McDonald’s “The Road to Golden”

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Burrell Communications Group (BCG), a leading national agency specializing in multicultural communications reaching the Black consumer market, earned second place, Bronze Honors at the 2020 Telly Awards for the McDonald’s USA branded content series, The Road to Golden.

Created in partnership with Urban One, the video series is part of McDonald’s Black & Positively Golden campaign movement, which uplifts the Black community through empowerment, education and entrepreneurship.

“It’s an honor to continue creating impactful work that resonates so well with our Black consumer audience, in partnership with McDonald’s USA and Urban One,” said Adele Lassere, vice president of media services at Burrell Communications Group. “I am both excited and humbled that, for the second year in a row, we’ve been able to earn a prestigious Telly Award for delivering best-in-class work.”

The Road to Golden takes viewers behind-the-scenes of some of today’s iconic cultural influencers as they unpack personal struggles and victories that have put them on their personal road to golden. The profile-style videos feature key advice from inspirational individuals in the Black community, including journalist Gia Peppers; producer, best-selling author and motivational speaker DeVon Franklin; and national television talk show host, Rashan Ali.

“We are excited about the Telly Awards win for The Road to Golden, created by our partners Burrell Communications Group and Urban One, as an extension of our Black & Positively Golden campaign,” said Elizabeth Campbell, senior director of cultural engagement, McDonald’s USA. “Our commitment to showing up for the Black community is steadfast, which for us also means driving creative excellence in ways that shift and elevate how Black people are represented in advertising and media. We will continue shining a brilliant light on the community through positive and empowering storytelling.”


ALSO READ: Burrell wins Gold National ADDY and Publicis Cannes-Do


The 2020 Telly Awards nominees in the category of Branded Content: Campaign-Commercials were diverse and talented, and for the second  ear in a row, McDonald’s branded content landed at the top, among stiff competition.

“Urban One is thrilled to once again partner with McDonald’s and Burrell Communications Group,” said Rahsan-Rahsan Lindsay, EVP, ad sales and marketing. “They have been invaluable partners and continue to demonstrate a commitment to excellence within their industries and to the communities they serve. It has never been more vital to highlight powerful voices and poignant Black stories. Urban One is now, and has always been committed to featuring and celebrating Black narratives.”

For Burrell Communications Group, 2020 has proven to be a successful year, as the honors keep coming. Recently, the agency earned the following top honors:

2020 Gold National Addy Award: The agency won a Gold National  Addy for Comcast’s Visions of Kings a digital campaign launched to celebrate Martin Luther King Day. The interactive digital mosaic of the legendary civil rights leader was constructed with thousands of inspirational photos, videos and artwork submitted from consumers around the globe.

2020 Cannes-Do Award: The agency took third place in the category, Not-For-Profit, for its PSA campaign, For Jason which was created under the agency’s signature community engagement platform, Black is Human. The campaign honors Detroit transit worker Jason Hargrove, who died in late March from COVID-19 complications following now-viral social media plea for public safety.

To view the full list of winners, VISIT HERE.


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