| Title | BIG MAC SHOP |
| Brand | McDONALD'S SWEDEN |
| Product/Service | BIG MAC MERCHANDISE |
| Category |
D05. Other packaging |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
OMD Stockholm, SWEDEN
|
|
PR Agency
|
PRIME Stockholm, SWEDEN
|
Credits
| Simon Higby |
Ddb Stockholm |
Art Director |
| Stefan Gustafsson |
Ddb Stockholm |
Copywriter |
| Johan Ljungman |
Ddb Stockholm |
Business Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Emmi Wilhelmsson |
Ddb Stockholm |
Account Manager |
| Pärmartin Jonsson |
Ddb Stockholm |
Graphic Designer |
| Christian Budtz |
Ddb Stockholm |
Strategic Planner |
| Anna Hellenberg |
Ddb Stockholm |
Print Manager |
| Christian Björnerhag |
Ddb Stockholm |
Photoshop Artist |
| Isa Svärd |
Ddb Stockholm |
Graphic Designer |
| Jenny Gunnarsson |
Ddb Stockholm |
Front End Developer |
| Dennis Phang |
Ddb Stockholm |
Web Designer |
| Johan Svensson |
Ddb House |
Executive Producer |
| Rickard Berggren |
Ddb Stockholm |
Social media manager |
| Daniel Israeli |
Ddb Stockholm |
Special Production Manager |
| Magnus Flobecker |
Magnus Flobecker AB |
Costume Design |
| Anna Svensson |
Ddb Stockholm |
Account Manager |
Brief Explanation
McDonald’s fans’ love for the Big Mac was fading.
The challenge: How do you make an old icon feel exciting again?
Our strategy: Give Big Mac fans a new opportunity to be fans – in a playful way that feels credibly McDonald’s and once again have people say: i’m lovin’ it.
We did that, not via a traditional campaign, but by opening a new online store – The Big Mac Shop – that sells a specially designed Big Mac clothing line and lifestyle items. The collection included bed sheets, wellingtons, thermals, dog coats, raincoats wallpaper, sleeping bags and board shorts.
The Brief
The project was part of a longer-term effort to reinvigorate the Big Mac’s position as an icon – The Hamburger of Hamburgers – by having The Big Mac really behave like an icon.
Our objective was to have fans rediscover their love for the Big Mac and create an experience that would allow them to connect with the iconic burger in a new and exciting way – and give them a reason to talk about it, have fun with it and “tools” to share their affection for it. In other words. Putting the Big Mac back into the social conversation.
How the final design was conceived
The designs for The Big Mac Shop needed to be fun and playful, yet capture the iconic simplicity of the McDonald’s brand itself. The result was a minimalist pattern of sequenced Big Macs on white background, which we applied to a range of products. The Big Mac is always printed to scale 1 to 1.
We looked for inspiration in fan behavior within pop culture - such as sports and music. This lead us to ban the obvious, predictable fan merchandising such as mobile phone covers and t-shirts: The Big Mac Shop items had to be so quirky that only genuine fans would wear them, but fun enough to for everybody to want to share. Being true to the McDonald’s DNA of surprise and delight.
Some of the products are developed in collaboration with relevant local brand partners – e.g. CRAFT thermal underwear. Our ideas and design sketches are prototyped in Stockholm by a professional fashion producer who also oversee the entire manufacturing process in China.
We’ve even created a unique packaging design which ties together the entire product range in a minimalist look using McDonald’s red brand color. The packaging is created and produced locally in Sweden.
Indication of how successful the outcome was in the market
We launched “The World’s First Big Mac Collection” at our very own fashion show event in central Stockholm – the McWalk – before the public and world press.
The visual story of Swedish hipster models wearing the iconic Big Mac designs made it easy for media to tell the story. The Big Mac Shop went viral and within the first week alone it generated a reach of 200 million amounting to 50 million SEK in Earned Media (5.5 mio. Euros). After 6 months this number had increased to 75 mill. SEK (8.1 mill. Euro).
In just one week the new online store had welcomed visitors from over 150 countries.
The design moved The Big Mac into a lifestyle territory. The ironically aspirational uni-sex clothing line appealed to the young, urban and fashion-conscious girls and guys. Perfectly suited for fans’ social media behaviour it gave them a unique visual way to share their personal affection for the Big Mac.
At the same time, it allowed for a different kind of storytelling in lifestyle media that rarely mention McDonald’s. The clothing line got positive coverage in a range of influential international fashion blogs such as highsnobiety and in established fashion media.