1 DIRHAM COIN. 1 DIRHAM CONE.
Brand | MCDONALD'S |
Product/Service | ICE CREAM CONE |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Illustration |
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
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 |