Brand | MCDONALD'S |
Product/Service | FOOD |
Entrant | DDB DUBAI, UNITED ARAB EMIRATES |
Category | Promotional Item Design |
Entrant Company
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DDB DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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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
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 |