Title | FAMILY |
Brand | MCDONALD'S |
Product/Service | BRAND BUILDING |
Category |
A06. Retail |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Media Placement
|
OMD Stockholm, SWEDEN
|
Credits
Andreas Dahlqvist |
NORD DDB Stockholm |
CCO |
Joel Ekstrand |
NORD DDB Stockholm |
Art Director |
Joel Ekstrand |
NORD DDB Stockholm |
Art Director |
Petter Dixelius |
NORD DDB Stockholm |
Copywriter |
Hanna Ternström |
NORD DDB Stockholm |
Planner |
Johan Molitor |
NORD DDB Stockholm |
Account Director |
Carolina Johansson |
NORD DDB Stockholm |
Account manager |
Andrea Odelius |
NORD DDB Stockholm |
Account manager |
Robin Löthberg |
NORD DDB Stockholm |
Social Media Manager |
Mei-Li Wu |
NORD DDB Stockholm |
Designer |
Isabel Ambring |
NORD DDB Stockholm |
Designer |
Sebastian Reinbring |
NORD DDB Stockholm |
Designer |
Patrik Oscarsson |
NORD DDB Stockholm |
Designer |
Johan Svensson |
Social Club |
Agency producer |
Jesper Ericstam |
Social Club |
Director |
Henrik Stenberg |
NORD DDB Stockholm |
DoP |
Account manager |
Prime |
Account manager |
Emanuel Falsén |
OMD |
Client manager |
Hildegard Rodriguez |
OMD |
Client Manager |
Write a short summary of what happens in the film
We see everyday situations where people stare at someone/something that annoys them. In the restaurant, on a bus, in a museum, a waiting room, a cinema, a grocery store... the camera shifts perspective and we see what they've been staring at; a father and his two rowdy kids. In the end, they find refuge in McDonald's – “Sweden’s most family friendly restaurant” – where stares and judgmental looks are nowhere to be seen.
Cultural/Context information for the jury
The song in the ad is a Swedish children’s classic from the 60s called “Sudda sudda”. The lyric in the refrain "sudda, sudda, sudda bort din sura min" are roughly translated "Wipe, wipe, wipe that angry grin off your face".