Title	MCHIVE
Brand	MCDONALD'S
Product/Service	FAST FOOD RESTAURANT
Category	G05. Breakthrough on a Budget
Entrant	NORD DDB Stockholm, SWEDEN
Idea Creation	NORD DDB Stockholm, SWEDEN
PR	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

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 possessionof 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.