Title | MCHIVE |
Brand | MCDONALD'S |
Product/Service | FAST FOOD RESTAURANT |
Category |
A08. Corporate Social Responsibility (CSR) / Corporate Image |
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 |
Why is this work relevant for Brand Experience & Activation?
McHive made a small local sustainability initiative world famous. The tiny beehive restaurant with a big purpose made people around the world put social media pressure on their local McDonald’s to expand the initiative and start putting beehives on their rooftops.
background
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.
Describe the creative idea (20% of vote)
To honor the initiative and spread the word, we designed and produced a fully functioning beehive in the shape of a tiny McDonald’s restaurant with room for over 20 000 guests. The bees enter the hive through the main entrance and the restaurant also has a McDrive and seating outdoors.
Describe the strategy (20% of vote)
Our target audience was the general population of Sweden, but we wanted the initiative to reach as many people as possible. We knew we had to do something that was playful, on brand and worth sharing.
Describe the execution (30% of vote)
We started seeding our McHive film on McDonald’s social media channels and to relevant sites and news outlets on World Bee Day May 20.The scale of the restaurant is tiny, but the initiative has grown with more franchisees in Sweden looking to put beehives on rooftops next spring.
The McHive itself was auctioned off for 10 000 USD during a fund raiser for Ronald McDonald House and is now in the possession of a franchisee in Stockholm.
List the results (30% of vote)
The initiative was covered by sites and news outlets in over 80 countries and shared and commented on social media all around the world. Including coverage by Lad Bible, Buzzfeed, Mashable, People, MSN, The Independent, Evening Standard, The New York Post,
Fox News, Wired, Geek, Hypebae, Fashion Journal, Food & Wine, The Weather Channel, Taiwan News, High Snobiety, Gizmondo, Elle, Marie Claire, Expressen, It's Nice That, China Plus News to name a few. All in all, six billion (!) possible impressions and an earned
media value of approx. 50 000 000 USD. But most importantly, McHive made people around the world put social media pressure on their local McDonald’s to expand the initiative and start putting beehives on their rooftops.