Title | BEEBOARDS |
Brand | MCDONALD'S |
Product/Service | FAST FOOD RESTAURANTS |
Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Production
|
HAVELLE Nacka, SWEDEN
|
Production 2
|
GREYSON MöBELDESIGN & SNICKERI Ljusterö, SWEDEN
|
Production 3
|
GREYSON MöBELDESIGN & SNICKERI Ljusterö, SWEDEN
|
Additional Company
|
JCDECAUX Stockholm, SWEDEN
|
Credits
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.
Background
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.