Category B04. Outdoor
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Name Company Position
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.