McDONALD'S SUMMER FOOD EVENT

The summer menu from McDonald’s is here. It’s made up of tasty treats that fit perfectly with the extraordinary social atmosphere of summer. We want to put the product at the centre of summer, and celebrate just how fun it can be when it’s enjoyed with McDonald’s.

McDONALD'S SUMMER FOOD EVENT

The summer menu from McDonald’s is here. It’s made up of tasty treats that fit perfectly with the extraordinary social atmosphere of summer. We want to put the product at the centre of summer, and celebrate just how fun it can be when it’s enjoyed with McDonald’s.

PROBLEM

Create excitement about the variety on the Summer Menu and drive customers showing that McDonald’s have a constantly changing and evolving menu. The role of this campaign is to announce the menu, showcase the products, drive awareness and encourage engagement, achieving stand out and cut-through in a busy time of year.

PROBLEM

Create excitement about the variety on the Summer Menu and drive customers showing that McDonald’s have a constantly changing and evolving menu. The role of this campaign is to announce the menu, showcase the products, drive awareness and encourage engagement, achieving stand out and cut-through in a busy time of year.

SOLUTION

Celebrate the Fun of Summer with McDonald's.

Insight — In summer you want to be out and about enjoying yourself. This is a perfect fit with the new McDonald’s Summer Menu items, which can be enjoyed - and shared - anywhere.

Idea — The exciting new Summer Menu offer flavours that suit a palette for the time of year and is now at McDonald’s. It’s made up of tasty treats that fit perfectly with the extraordinary social atmosphere of Summer. The product is at the centre of summer, and celebrate just how fun it can be when it’s enjoyed with McDonald’s.

SOLUTION

Celebrate the Fun of Summer with McDonald's.

Insight — In summer you want to be out and about enjoying yourself. This is a perfect fit with the new McDonald’s Summer Menu items, which can be enjoyed - and shared - anywhere.

Idea — The exciting new Summer Menu offer flavours that suit a palette for the time of year and is now at McDonald’s. It’s made up of tasty treats that fit perfectly with the extraordinary social atmosphere of Summer. The product is at the centre of summer, and celebrate just how fun it can be when it’s enjoyed with McDonald’s.

EXECUTION

Each of the new products has the potential to be at the centre of fun and social summer moments. We’ll highlight this by actually showing the products surrounded by archetypal summer scenes. These miniature scenes are revealed to the viewer as an interactive diorama. The diorama will be packed up in a box decorated with summery patterns. When the viewer comes to the McDonald’s website the box drops in and unfolds itself to reveal the product in the middle of a summer diorama. The scenes in the summer diorama features small playful animations, that run on a loop. When you roll over one of the scenes you’ll hear summery sounds related to it, making the animation come alive in a really engaging way. When another product is selected from the menu the box packs itself up, spins around and transitions into a new box, which unfolds to reveal a new diorama.

EXECUTION

Each of the new products has the potential to be at the centre of fun and social summer moments. We’ll highlight this by actually showing the products surrounded by archetypal summer scenes. These miniature scenes are revealed to the viewer as an interactive diorama. The diorama will be packed up in a box decorated with summery patterns. When the viewer comes to the McDonald’s website the box drops in and unfolds itself to reveal the product in the middle of a summer diorama. The scenes in the summer diorama features small playful animations, that run on a loop. When you roll over one of the scenes you’ll hear summery sounds related to it, making the animation come alive in a really engaging way. When another product is selected from the menu the box packs itself up, spins around and transitions into a new box, which unfolds to reveal a new diorama.