Summer is Australia’s favourite season; long hot days spent enjoying the sun and the sea. Aussies love summer just as much as they love shortening words and tucking into Macca’s. We were briefed to connect the nation’s favourite season with its favourite place to eat. The campaign kicked off on the 3rd December 2018 and runs until the end of the Australian summer. 28th February. The primary target audience is all Australians of every age. The summer icons appeared across multiple touchpoints from Out of home in 105 sites, state-wide bus sides in NSW, SA & WA, a print run in 3 of Australia’s national magazines, packaging across 900 stores nationwide and a select amount of merchandising.

Aussies love summer just as much as they love shortening words and tucking into Macca’s. To connect the nation’s favourite season with its favourite place to eat, the iconic golden arches were transformed into suite of summer inspired illustrations. Incorporating the arches into everything from flippers to flip-flops and snorkels to surfboards, this simple, clever and engaging concept resulted in six different executions. Used across print, outdoor, packaging and merchandise, these graphics cemented Macca’s position as an integral part of Aussie Summer.

McDonald’s famous golden arches were used to create six unique illustrations inspired by Australian summer: a snorkel, bucket and spade, soft-serves, flippers, surfboards and thongs (flip-flops). The arches were positioned at the centre of each graphic, managing to stand-out while being seamlessly integrated into the design. Putting a summery twist on the familiar McDonald’s logo made for eye-catching visuals that put Macca’s, quite literally, at the centre of Aussie summer.

RESULTS ARE CONFIDENTIAL (below in the confidential info)