Title | MCHIVE |
Brand | MCDONALD'S |
Product/Service | FAST FOOD RESTAURANT |
Category |
B04. Outdoor |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
PR
|
NORD DDB Stockholm, SWEDEN
|
Credits
Andreas Dahlqvist |
NORD DDB Stockholm |
CCO |
Jens Welin |
NORD DDB Stockholm |
Senior Client Director |
Jeanette Ytterman |
NORD DDB Stockholm |
Senior Client Manager |
Stina Nyberg |
NORD DDB Stockholm |
Client Manager |
Tobias Bergenwall |
NORD DDB Stockholm |
Creative Producer |
Joel Ekstrand |
NORD DDB Stockholm |
Art Director |
Petter Dixelius |
NORD DDB Stockholm |
Copywriter |
Daniel Liljas |
NORD DDB Stockholm |
Graphic Designer |
Fredrik Kjellström |
NORD DDB Stockholm |
Graphic Designer |
Jesper Andersson |
NORD DDB Stockholm |
Communications Planner |
Jonas Eriksson |
NORD DDB Stockholm |
Social Media & Content Manager |
Kevin Beaulier |
NORD DDB Stockholm |
Social and Community Strategist |
Susanne Johansson |
NORD DDB Stockholm |
PR Director |
Nicklas Nilsson |
NORD DDB Stockholm |
Design and construction |
Natan Gullström |
House Agency |
Photographer |
Olle Lindholm |
House Agency |
Photographer |
Christian Björnerhag |
NORD DDB Stockholm |
Photographer |
Denice Heurlin |
House Agency |
Post Producer |
Natan Gullström |
House Agency |
Editor |
Christian Björnerhag |
NORD DDB Stockholm |
Grade |
Christoffer Rönnblad |
McDonald's |
Marketing Director |
Lisa Palm Danielsson |
McDonald's |
Senior Marketing Manager |
Selma Felic |
McDonald's Sweden |
Marketing Manager |
Annakarin Lewald |
McDonald's Sweden |
Marketing Project Manager |
Cultural / Context information for the jury
McDonald’s Sweden’s creative platform is “Big enough to make a difference”. The brand wanted to highlight sustainability work that is done locally by its franchisees and see what initiatives could be scaled up. In this case, we found out about a franchisee in southern Sweden who had started to use her restaurant rooftops to house beehives. The objective of the campaign was to show how McDonald’s can use their scale for good and inspire more franchisees to join the cause.
Tell the jury about the art direction.
Art direction was crucial for McHive’s success. We knew we had to create an exact mini replica of a McDonald’s restaurant, otherwise it would just have become a strange looking beehive. To start with we produced a mini mock-up of how it could look. Then we briefed one of
Sweden’s best set designers and co-operated with a beekeeper to make sure the bees would enjoy their stay in the McHive. Attention to detail was key, the bees enter the hive through the main entrance, the restaurant also has a McDrive and seating outdoors as well as a staff
entrance with a code lock on the back side. Inside, there’s a mini menu and the windows have mini posters with the latest product promotion.