Cannes Lions

McDonald's "Brand"

TBWA\ SWITZERLAND, Zurich / MCDONALD'S SUISSE RESTAURANTS SÀRL / 2019

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Overview

Entries

Credits

Overview

Background

In 2019 McDonald’s launched their new brand campaign focusing on their unique taste. And since consumers data showed that the anticipation for this familiar and unique taste is even stronger than the actual consumption, we were briefed to focus on the moment right before consumption.

Idea

This film and its campaign focuses on the moment right before the consumption of the food. And the anticipation that comes along with this moment. Celebrating the joyful moment that McDonald’s fans feel right before the first bite. The moment when they feel towards their burger “I was made for lovin’ you”.

Strategy

Consumer research has proven that McDonald’s taste is so familiar and unique that it is the anticipation of this familiar and unique taste that drives guests desires for the product consumption. The anticipation of taste is even more important to consumers than the actual consumption.

Execution

The film takes place in a place where the taste begins and finally comes to perfection - at the McDonald's Restaurant. We show in an enjoyable way how the different protagonists celebrate McDonald's food. A young professional eats the gherkin of the Big Mac first, the buddies dipp the fries in all sauces, mother and daughter argue about the last Chicken McNugget etc.

Outcome

The overall campaign results were not available at the time of submission.

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