| Title | BIG MAC SHOP |
| Brand | McDONALD'S SWEDEN |
| Product/Service | MERCHANDISE |
| Category |
E01. Consumer Products |
|
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 |
| Christian Budtz |
Ddb Stockholm |
Strategic Planner |
| Johan Ljungman |
Ddb Stockholm |
Business Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Emmi Wilhelmsson |
Ddb Stockholm |
Account Manager |
| Pärmartin Jonsson |
Ddb Stockholm |
Graphic Designer |
| Anna Hellenberg |
Ddb Stockholm |
Print Production 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 |
| Daniel Israeli |
Ddb Stockholm |
Special Production Manager |
| Anna Svensson |
Ddb Stockholm |
Account Manager |
| Rickard Berggren |
Ddb Stockholm |
Social media manager |
| Magnus Flobecker |
Magnus Flobecker AB |
Costume Design |
Brief Explanation
McDonald’s fans’ love for the Big Mac was fading.
The challenge: How do you make an old icon feel exciting again?
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 unique lifestyle items. The collection included bed sheets, wellington boots, thermal underwear, 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: To put 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 various areas of 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 Stockholm– the McWalk – before the public and world press.
The strong visual story of Swedish hipster models wearing the iconic Big Mac designs made it easy for media across digital, print and TV 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. This humorous lifestyle statement was perfectly suited for fans’ social media behavior: Ultimately, giving fans a unique visual way to share their personal affection with their social networks.
It also 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 and media.