2016 Winners & Shortlists

SERVING CONNECTIONS

BrandMCDONALD'S
Product/ServiceFOOD
EntrantDDB DUBAI, UNITED ARAB EMIRATES
CategoryPromotional Item Design
Entrant Company DDB DUBAI, UNITED ARAB EMIRATES
Advertising Agency DDB DUBAI, UNITED ARAB EMIRATES

Brief Explanation

McDonald’s is one of the most beloved brands in the world. Their Big Macs and fries have fans and loyalists from all walks of life. But that said, in today’s busy world more and more people are having their meals alone inside their restaurants.

The Brief

McDonald’s Arabia has just launched their new platform Life Tastes Better Together. The campaign through television commercials, print and outdoor shows the importance connecting with the ones we love. The brief was now to bring the platform to life in an in-store activation. They wanted to bring people together to create lasting human connections over McDonald’s food.

How the final design was conceived

We came up with an activation idea that was simple and easy for people to partake in. When looking at a McDonald’s restaurant we pinpointed something that every costumer interacts with. The tray. That’s why we redesigned the trays to look like different pieces in a puzzle. It’s shape immediately caught people’s attention, and they understood what they were supposed to do with it. To incentivize people to take part, they won a small surprise in the form of ice cream and apple pie when they found their matching tray. But more importantly, they now had someone to share their meal with. The trays were made out of a light, making them easy to carry around.

Indication of how successful the outcome was in the market

In just one day, hundreds of customers participated. The trays puzzled together over 300 different and diverse connections. The connections in turn sparked hundreds of conversations, lots of shared fries and a few even exchanged phone numbers. All of this proved McDonald’s brand proposition that life does in fact taste better together.

Credits

Name Company Role
Firas Medrows DDB DUBAI Executive Creative Director
Zahir Mirza DDB DUBAI Group Creative Director
Victor Haffling DDB DUBAI Copywriter
Iain Stewart DDB DUBAI Copywriter
Motaz Albunai DDB Art Director
Andreas Schwitter DDB Art Director
Iris Minnema DDB Business Director
Sama Ibrahim DDB Account Manager
Amit Vyas DDB Planner
Wissam Moubarak Ddb Dubai Production Manager
Ashish Varghese DDB DUBAI Production Manager
Tarek El Kady McDonald's Senior Director Marketing MEA
Mazen Sous McDonald's Director of Marketing/Communications
Sa’ed Totah GCC Co-op Marketing Director