Cannes Lions

Get Into The Snow Globe

DDB WARSAW / MCDONALD'S / 2019

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Overview

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Credits

Overview

Background

Early December is a difficult season. People kind of anticipate Christmas, but the weather brings them down because, in recent years, the snow is not coming. It is the time of the year that the brands want to own, but it is hard to stand out in a line of storefronts all decorated for Christmas with the usual decorations. How to bring people out and invite them to have an early cheer in the snow?

McDonald's is all about bringing feel-good moments for everyone - and the goal with this campaign was to create an unforgettable experience of a perfect winter tied to the brand.

Idea

We decided that we needed to bring back the joy of winter in the form of a giant Snow Globe: a toy-inspired structure big enough to fit a McDonald's - and symbolic enough to bring back the memories of perfect winters that people crave in early December. Inside this impressive structure, in the very center, under a crystal dome, a McDonald's pop-up. Once inside the globe, our guests were treated to a winter spectacular: they were able to activate the cannons by pushing the miniature globes on their tables. The toy-inspired Snow Globe became a toy on its own, entertaining the visitors and spectators alike.

Strategy

McDonald's image is based on bringing feel-good moments to everyone. How to bring a moment like this to the city dwellers eager to celebrate the holiday season, but discouraged by ugly, not-winter-wonderland weather of early December? An unexpected structure in the middle of a big city was supposed to catch the attention, invite and inspire to get out and have good old winter fun in the snow - while visiting a McDonald's pop-up retail location.

Execution

The Snow Globe was 14 meters high, 17 meters in diameter and contained 2700 cubic meters of pressurized air. On the outside, the illuminated structure stood out in the cityscape of the historical Old Town of Lublin. On the inside, the Globe offered a mini winter wonderland with a McDonald's, natural trees and snow cannons. After all the buildup, on December 2, 2018, people were invited to get in and activate the snow cannons by pushing the miniature globes installed on the tables inside the restaurant. The resulting snow-storm was a perfect opportunity for a little fun in the snow, selfies and rediscovery of the better side of winter.

Outcome

McDonald's is a family place that wants to create easy, feel-good moments. The Snow Globe was an inviting space, inside which people could rediscover the joy of winter by simply coming to a McDonald’s store. The size of the structure mesmerized the city (Lublin, pop. 400'000): thousands of people gathered to watch McDonald’s beaming in the snow under the crystal dome and over a thousand families visited the inside of the Snow Globe to participate in the winter McDonald’s experience. It led to 200K social media interactions and 26 million media impressions when the Snow Globe turned into a national campaign for the brand. It reestablished McDonald's as the place to go to - even when it's cold outside.

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