Title | MC FLURRY |
Brand | MCDONALD'S |
Product/Service | MC FLURRY |
Category |
E03. Food / Drink |
Entrant
|
DDB PARIS, FRANCE
|
Idea Creation
|
DDB PARIS, FRANCE
|
Credits
Alexander Kalchev |
DDB Paris |
Executive Creative Director |
Melanie Pennec |
DDB Paris |
Creative Director |
Hugues Tanchon |
DDB Paris |
Art Director |
Mathieu Dublé |
DDB Paris |
Copywriter |
Sébastien GENTY |
DDB Paris |
Managing Director |
Cédric Ledoux |
DDB Paris |
Planner |
Stéphane Gazzo |
DDB Paris |
Managing Director |
Mathieu Bliguet |
DDB Paris |
Account Director |
Agathe Bicart-Sée |
DDB Paris |
Account Director |
Laetitia de Camas |
DDB Paris |
Account Executive |
Thibaut Pirioux |
DDB Paris |
Art Director Assistant |
Jonathan Haddad |
DDB Paris |
Art Director Assistant |
Florentin Heyraud |
DDB Paris |
Art Director Assistant |
Xavier Royaux |
McDonald's |
Senior Vice President |
Maurizio Biondi |
McDonald's |
Manager Marketing Trade |
Clémence Arnaud |
McDonald's |
Marketing Manager |
Louis Esnon |
McDonald's |
Advertiser Supervisor |
Alex Vigreux |
McDonald's |
Product manager |
Background
McFlurry is supposed to be the coolest/youngest ice-cream ever.
But McDonald's France didn't communicate about it since 2000. And teenagers have changed quite a lot since 2000.
So, our challenge was simple: forget everything about the McFlurry, and re-create a real new sub-brand to re-conquer our millennial target.
Describe the creative idea (40% of vote)
We wanted to talk about our strongest USP: The McFlurry it’s more than 120 possible mixes, from the very classic to the most unexpected.
We looked at our young target and came with a simple idea:
This generation is a mix too: in 2019 you can listen to metal but wear colorful clothes, put joggings and be a hipster… So, you Dear, must find the perfect ice-cream for you.
Describe the execution (40% of vote)
We did mix techniques, inspirations and musics to build a design centric but integrated campaign.
1 new identity, 4 unique packagings designed by illustrators, 10 super targeted Youtube pre-rolls, a partnership with Vice to create some cool branded content video about mixed creations, a design contest on snapchat where users could personalised their own cup, and dozen of social media assets.
List the results (20% of vote)
Sales : +9,7%
Product memorization +13 pts
Brand Affinity : +12pts
Product preference : +8pts.
submissions on snapchat : + 8,000
36M media impressions
11M views.