2015 Winners & Shortlists

MCSAVERS 2015 CALENDAR

BrandMCDONALD'S
Product/ServiceMcDONALD'S
EntrantFP7/DOHA, QATAR
CategoryFlyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
Entrant Company FP7/DOHA, QATAR
Advertising Agency FP7/DOHA, QATAR

Brief Explanation

To constantly remind office goers to choose the McSavers Menu for lunch by calling the call-centre number. McDonald’s was not known for its low priced menu, people instead would opt for the local shawarma/kabab shops. We needed to position McSavers Menu as low-priced lunch option.

The Brief

McDonald’s was also competing with local lunch shops that dish out a menu for low prices. Our brief was to catch the attention of office-goers and get them to choose from the low price McSavers menu.

How the final design was conceived

It’s a known fact that calendar months from the years gone by repeat themselves. That’s a nice coincidence because our prices are from the good old days too. We split the calendar into four eras, 1959, 1970, 1981 and1987. The illustration style was adopted from the eras it represented. The design included present day pop-culture scenarios illustrated in a style from the good old days. Each page of the calendar highlighted a number to call for a delivery. We send these desktop calendars to office-goers who work near the McDonald’s outlet, to serve as a constant reminder.

Indication of how successful the outcome was in the market

The call centre number received 32% more orders. Even though it was a direct mailer send to the offices near the McDonald’s outlet, we had customers queuing up at our outlets asking for a free calendar. Owing to this demand, by mid of January we printed extra calendars, which we gave along with a McSavers meal.

Target Audience: Office goers who work at a 2km radius to every McDonald’s outlet McDonald's was not perceived as being affordable. We needed to position McSavers Menu as low-priced lunch option. We even ensured that the production of the calendar was not premium but instead kept it raw.

Credits

Name Company Role
Jaison Ben FP7 Doha Creative Director
Oscar Armelles FP7 Doha Creative Director
Wissam Mattar FP7 Beirut Creative Director
Jaison Ben FP7 Doha Copywriter
Jaison Ben FP7 Doha Art Director
Manuella Mankhoul FP7 Doha Art Director
Elie Fakhry FP7 Beirut Art Director
Jospehine Habchi FP7 Beirut Arabic Copywriter
Nicolas Diab FP7 Beirut Production Manager
Mia Estephan FP7 Beirut Account Manager
Viraj Nandivadekar FP7 Doha Illustrator
Oscar Armelles FP7 Doha Art Director
Ajmal Mohammad FP7 Doha Art Director