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
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Advertising Agency
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DDB DUBAI, UNITED ARAB EMIRATES
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Brief Explanation
McDonald’s Arabia only serves food of the highest quality, and they work actively to communicate this. Online, people can view the entire food process through videos and questionnaires. But not enough people do. That’s why we through an in-store activation we redesigned the iconic McDonald’s packaging. Our limited edition packaging was completely transparent, with the message “Always know what goes into your food” followed by a call to action to visit the website. The striking design caught the attention of consumers encouraging them to visit the website and view how the food made its way from the farm to their tray.
Creative Execution
We redesigned the classic McDonald’s packaging by making it completely transparent. By removing that last layer between the consumers and the food we were able to show just how transparent McDonald’s is. Only the iconic McDonald’s M and our message remained, leading people online to our site where they could view McDonald’s meticulous food process. The idea was literally wrapped around the food, the reason to why guests are coming to McDonald’s. The small-scale activation was carried out in a key McDonald’s restaurant in Dubai, and lasted until we ran out of our packs, which took no more than a day, making it a big success.
Results
Over a thousand people were served with this transparent packaging. Visits to the site increased 17%. Consumers could view the entire McDonald’s food process, from the farm and all the way to their tray. We are now in the process of launching the transparent packaging across the region.
Credits
Firas Medrows |
DDB DUBAI |
Executive Creative Director |
Zahir Mirza |
DDB DUBAI |
Group Creative Director |
Victor Haffling |
DDB |
Copywriter |
Iain Stewart |
DDB |
Copywriter |
Andreas Schwitter |
DDB |
Art Director |
Motaz Albunai |
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 |