Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Production HAVELLE Nacka, SWEDEN
Additional Company JCDECAUX Stockholm, SWEDEN
Name Company Position
Andreas Dahlqvist NORD DDB Stockholm CCO
Jens Welin NORD DDB Stockholm Senior Client Director
Johanna Björnfot NORD DDB Stockholm Client Director
Stina Nyberg NORD DDB Stockholm Client Manager
Annie Leander NORD DDB Stockholm Client Mangaer
Tobias Bergenwall NORD DDB Stockholm Creative Producer
Petter Dixelius NORD DDB Stockholm Copywriter
Joel Ekstrand NORD DDB Stockholm Art Director
Jesper Andersson NORD DDB Stockholm Communications Planner
Lisa Ström NORD DDB Stockholm Planner
Pärmartin Jonsson NORD DDB Stockholm Graphic Designer
Daniel Liljas NORD DDB Stockholm Graphic Designer
Elin Wiger Fengnell NORD DDB Stockholm Graphic Designer
Anna Lisspers NORD DDB Stockholm Print Production Manager
Susanne Johansson NORD DDB Stockholm PR Director
Jonas Eriksson NORD DDB Stockholm Social Media & Content Manager
Natan Gullström NORD DDB Stockholm Photographer
Olle Lindholm NORD DDB Stockholm Photographer
Christian Björnerhag NORD DDB Stockholm Retocher
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
Sofie Lager McDonald's Sweden Marketing Manager
Roland Edin McDonald's Sweden Franchisetagare
Ivan Ström McDonald's Sweden Franchisetagare

Why is this work relevant for Media?

In this case, the media truly is the message as we created outdoor billboards that double as bee hotels to help the struggling wild bee population.


Situation: Sweden’s wild bee population is threatened. And bees are important for food production, 1/3 of the food we eat is dependent on pollination from bees. McDonald’s Sweden sources most of its food locally and the brand’s creative platform is “Big enough to make a difference”. So it’s a highly relevant topic for the brand. Brief: The client brief was to talk about local sustainability initiatives that can be scaled up using McDonald’s size. Objective: The objective was to highlight the issue of Sweden’s declining bee population, make people see McDonald’s in a different light and hopefully spread this idea to other markets.

Describe the creative idea / insights (30% of vote)

We created a new type of outdoor billboards that double as bee hotels where wild bees can rest. The BeeBoards are permanent installations made of wood with holes drilled in both the copy and the logo. All McDonald’s franchisees can order their own BeeBoards and customize both size and messaging. McDonald’s has also collaborated with JC Decaux in an effort to put unused space on the back of roadside billboards to use by mounting bee hotels on the backsides facing south (since that’s what wild bees find comfy). The first test is outside Stockholm with the aim of scaling up the initiative in spring 2020.

Describe the strategy (20% of vote)

The primary target audience was the general population of Sweden. The secondary target audience was the world, as we want to spread this idea globally, truly using McDonald’s size for a good cause. We made the BeeBoards available to order for all McDonald’s franchisees in Sweden and let them customize both size and copy to fit their needs. At the same time we collaborated with JC Decaux to putdead space on the backside of billboards to good use. We filmed the making and mounting of our BeeBoards and seeded the film via social media and to relevant media outlets, locally and internationally.

Describe the execution (20% of vote)

The first BeeBoards were mounted outside three McDonald’s restaurants before summer. The BeeBoards are permanent installations and will sit there for a very very long time since the copy is generic information such as “Always open” and not campaign messaging. The JC Decaux billboard backside is a test outside Stockholm and will be up for one year to start with, but hopefully it can also become permanent.

List the results (30% of vote)

The BeeBoards were covered by media all over the world, with over 360 000 000 impressions and thousands of people urging their local McDonald’s’ to join the cause.