| Title | SHREDDED FRIES |
| Brand | MCDONALD'S |
| Product/Service | MCDONALD'S FRIES |
| Category |
E04. Real-time Response |
|
Entrant
|
TBWA\ANG Gzira, MALTA
|
|
Idea Creation
|
TBWA\ANG Gzira, MALTA
|
|
Production
|
TBWA\ANG Gzira, MALTA
|
Credits
| Richard Agius |
TBWA\ANG |
Senior Creative Director |
Background
Situation:
The breaking news of the story from Sotheby’s in London when Banksy’s 'Girl with Balloon’ self-destructed just as the final hammer signalled the end of an evening of auctions.
Brief:
Trending\Triggers Open Brief
Objectives:
Capitalize on a trending news story to build positive top of mind awareness for a Brand.
Describe the strategy
Strategy:
As the Banksy shredded painting story gathered momentum we started to think how could we turn this moment into relatable and meaningful advertising. What brand could really benefit from this moment? McDonald's and Banksy's negative history helped us take on the decision to turn this negative perception into a McDonald's 'FEEL GOOD MOMENT' online.
Our target audience had to be the Art World, Banksy and McDonald's followers.
Steering away from complex advertising campaign and activations we wanted to be relevant online and the meme was the answer. To make sure the meme is not hit by initial negative comments by McDonald's haters the meme was uploaded on a personal instagram and twitter profile, @maltesecreative.
Describe the execution
The meme:
The iconic McDonald's Fries was placed in the painting scenario with fries being shredded down from the painting.
The meme was placed online on Sunday 7 October 2018. And come Monday morning the meme was shared and retweeted by Creative agencies, blogs and McDonald's company profiles around the World.
Monday 8th October was the day that brands and personalities took their approach and created images and memes of their brands. With the thought to reach McDonald's in Europe, the meme took another slant and generated a movement, the meme had actually reached the whole world.
List the results
From one of the smallest McDonald's market, Malta, the meme organically travelled all over the internet. A simple post at the right time organically generated more than 83 million impressions and featured over 600 websites.
The meme might have not affected direct sales results but have helped built on a positive brand relationship for McDonald's worldwide online.
The meme grew bigger and bigger, appearing on the largest online blogs such as Mashable, TIME magazine and featured on AdWeek’s 25 Most Popular Stories About Creativity in 2018.