Cannes Lions

McDelivery – Doors

SCHOLZ & FRIENDS, Hamburg / MCDONALD'S / 2022

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Overview

Entries

Credits

Overview

Background

Food delivery services have become vital for most restaurant brands since the beginning of the pandemic. McDonald’s were looking for a smart way to advertise their McDelivery®.

Idea

McDonald’s were looking for a smart way to advertise their outstanding McDelivery® service: have your food delivered fresh no matter what time of day, season or location. In this context, we turned the iconic McDonald’s logo into an open door. A bold and playful mainstream message that stood out from all the competition.

Strategy

Due to the pandemic all McDonald’s restaurants are closed for dining inside. We wanted to remind customers that despite this fact, our food could still be enjoyed fresh, but at home or at work. Thanks to a fast and reliable McDelivery®.

Execution

With a simple fold, we turned the iconic McDonald’s logo into an open door. A very simple, yet unseen twist to the world-known brand design.

Outcome

+ 23% increase of McDelivery® orders during the time of campaign.

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