| Title | DOUBLE CHEESEBURGER |
| Brand | McDONALD'S SWEDEN |
| Product/Service | FOOD |
| Category |
A04. Use of Outdoor |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
OMD Stockholm, SWEDEN
|
Credits
| Simon Higby |
Ddb Stockholm |
Copywriter |
| Anna Hellenberg |
Ddb Stockholm |
Print Production Manager |
| Stefan Gustafsson |
Ddb Stockholm |
Art Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Christian Björnerhag |
Ddb Stockholm |
Photoshop Artist |
| Isa Svärd |
Ddb Stockholm |
Graphic Designer |
| Isabelle Lacotte Olsson |
Omd |
Client Coordinator |
Brief Explanation
We wanted to promote the popular Double Cheeseburger, a burger so popular that pretty much everyone knows what it looks like. So to raise awareness for an old product with a well worn USP we had to do something different. So we didn’t show the burger at all, we just showed two pieces of cheese. Which is this case are exactly the same shape (or near anyway) as the outdoor posters on the Stockholm underground.
Results and Effectiveness
Sales increase of 4%.
Creative Execution
This idea is about the use of the outdoor media. The posters are the idea. Two posters working in tandem to give one message.
Insights, Strategy and the Idea
The target audience already love the product. They just needed to be reminded about it in a fun way which raised a smile.
The Stockholm underground railway was the perfect place to promote it. Its an on the go product that is ideal as a snack on your way from A to B. So the idea worked well in this context.