The long-lost cousin of the snowboard is once again hitting the slopes, when Alain and his Team Monoski conquer the north in their pursuit to break the dream record. But in the end is the record really all that matters?Dreaming in Mono celebrates Scandinavia’s passion for winter sports, and gives a nod to ancient rivalries between Danes, Finns, Norwegians and Swedes. It reflects McDonald’s role as the region’s largest host of customers, focussing on McDonald’s guests and their dreams, rather than the brand or its products.Dreaming in Mono is one of the first truly transmedia advertising efforts, where there was no pre-existing content to start from. It’s an attempt to say advertising doesn’t just have to interrupt the content people are enjoying. It can be the content they’re enjoying.

At Dreaming in Mono’s heart is a full hour of feature film content, directed by Sundance award-winner Jens Jonsson. The films ran in 8-minute episodes during regular programming on major networks across the region as well as the Web and X-Box Live.