2018 Winners & Shortlists

1 DIRHAM COIN. 1 DIRHAM CONE.

BrandMCDONALD'S
Product/ServiceICE CREAM CONE
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryIllustration
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement UM MENA Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES

The Campaign

We looked to equate the McDonald’s ice cream cone with something that’s just as iconic and that has similarly remained unchanged over the years and found our inspiration in the UAE 1 dirham coin. Specifically, in the simple graphic element of the number 1 in Arabic, on the UAE 1 dirham coin.

Creative Execution

The Arabic number ‘Wahid’, i.e. ‘1’ in the UAE 1 dirham is very artistic and graphically-rich. To depict how the iconic McDonalds ice cream cone is available for only 1 dirham, we transformed the numeral ‘1’ on the UAE 1 dirham coin into a McDonald’s ice cream cone, while retaining the artistic and graphically-rich look and feel; depicting how that delicious ice cream cone would cost people only 1 dirham.

Indication of how successful the outcome was in the market

McDonald's ice cream cone sales volumes: +4.7%. McDonald's ice cream cone awareness: +12%.

We wanted to find the perfect way to demonstrate the simple joy people can experience courtesy the incredible value of McDonald’s simple yet delicious 1 dirham ice cream cone.

Credits

Name Company Role
Kartik Ayar FP7/DXB Creative Director
Wayne Esslemont FP7/DXB Senior Art Director
Tahaab Rais FP7/DXB Regional Head of Strategic Planning
Tarek Ali Ahmad FP7/DXB General Manager – Business Unit
Faissal Shaar FP7/DXB Senior Account Executive
Yara Berjawi FP7/DXB Account Manager
Moushami Bhattacharya FP7/DXB Strategic Planning Manager
Oliver Robinson FP7/DXB Executive Creative Director
Amit Borawake FP7/DXB Senior Retoucher
Imran Ahmed RAKS Press services, Sharjah 3D Designer
Jad Daou UM MENA Associate Media Director, Planning
Nurul Habib UM MENA Media Planner
Irfan Ibrahim UM MENA Business Director
Deepa Chettur UM MENA Media Operations Supervisor
Hadi Sassine UM MENA Trading Director