| Title | CAN CURRENCY |
| Brand | McDONALD'S |
| Product/Service | McDONALD´S |
| Category |
A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
CLEAR CHANNEL Stockholm, SWEDEN
|
Credits
| Johan Anstérus |
DDB Stockholm |
Account Manager |
| Johan Bylund |
DDB Stockholm |
Account Manager |
| Hanna Anesäter |
DDB Stockholm |
Account Director |
| Simon Higby |
Ddb Stockholm |
Art Director |
| Stefan Gustafsson |
DDB Stockholm |
Copywriter |
| Johan Ljungman |
Ddb Stockholm |
Business Director |
| Anna Hellenberg |
DDB Stockholm |
Print Production Manager |
| Johanna Lundblad |
Ddb Stockholm |
Graphic Designer |
| Christian Björnerhag |
DDB Stockholm |
Retouch Artist |
Results and Effectiveness
The activity actually cost McDonald’s nothing in terms of free food. As they could themselves recycle the cans and claim back the money. McDonald’s goal of being a ”good neighbour” was reinforced by this idea. The favorable articles, facebook posts and tweets were as important as increased footfall to the restaurants. Which also increased compared to last year.
Creative Execution
Fast Company said:
In Sweden, McDonald's found a way to help the environment and help people afford more burgers by allowing consumers to pay for food with empty cans. Billboards around Stockholm announcing the campaign had a roll of black plastic bags attached, each with a custom price list on it. One recycled can is worth 1 Krona, so a hamburger or cheeseburger cost 10 cans and 40 cans would get you a Big Mac.
Insights, Strategy and the Idea
Fast Company said:
It's a pretty common sight to see teens huddled near a fast food counter, pooling their change to buy some fries or a burger to share. Scrounging for snacks is a right of passage for many young people.