Brand | MCDONALD'S |
Product/Service | FOOD |
Entrant | DDB DUBAI, UNITED ARAB EMIRATES |
Category | Ambient Media: Small Scale |
Entrant Company
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DDB DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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DDB DUBAI, UNITED ARAB EMIRATES
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Brief Explanation
To bring McDonald’s Arabia’s new platform Life Tastes Better Together to life in-store, we redesigned the classic McDonald’s tray. Designed as pieces in a puzzle we challenged people dining alone in the restaurant to find their matching tray, thus allowing them to enjoy their meal with someone. The redesigned trays invited consumers to act and participate in the activation while bringing the brand proposition to life.
Creative Execution
Every guest at McDonald’s receives their food on a tray. So we redesigned the trays as pieces in a puzzle, encouraging customers to find their matching tray. 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. This was a small-scale activation that lasted one day and with the results at hand it was a huge success.
Results
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 |