2015 Winners & Shortlists


CategoryProduct launch/re-launch/shopper market
Entrant Company FP7/DOHA, QATAR
Advertising Agency FP7/DOHA, QATAR

The Brief

McDonald’s was not known for its low priced menu, people instead would opt for the local shawarma/kabab shops. WIth the relaunch of the McSavers Menu we wanted to position McDonald's as a low-priced lunch option.

Describe how the promotion developed from concept to implementation

To serve as a constant reminder to office goers, we came up with a desktop calendar. 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 design included present day pop-culture scenarios illustrated in a style from the eras it represented. Each page of the calendar highlighted a number to call for a delivery. We send these desktop calendars to office-goers who work at a 2km radius near every McDonald’s outlet.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We wanted to, everyday, remind office goers to choose the McSavers Menu for lunch. A desktop calendar would serve as a constant reminder. We adopted the traditional McSavers approach of 'prices from the good old days' to drive home low-priced menu message. The calendar was designed to ensure that people would want to use it to ornament their office desks.


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