Cannes Lions

Golden Seagulls

SCHOLZ & FRIENDS, Hamburg / MCDONALD'S / 2024

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Overview

Entries

Credits

OVERVIEW

Background

McDonald’s Germany is proud themselves to use only the best and most fresh ingredients in their products. This was also the objective behind their promotion of their Filet-o-Fish® sandwich. 100% real fish caught from the sea.

Execution

The campaign uses photography that captures the fishing process of McDonald’s Germany in an authentic way – using real fishing boats and real fishermen.

The art direction is kept true to life by replacing all real seagulls captured in the photos with our iconic logo – creating an effective optical illusion that celebrates freshly caught fish.

Outcome

Although the campaign is still ongoing, we have already seen great results: we have increased the number of sales by 2,3%.

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