| Title | MCHIVE |
| Brand | MCDONALD'S |
| Product/Service | FAST FOOD RESTAURANT |
| Category |
D05. Special Build |
|
Entrant
|
NORD DDB Stockholm, SWEDEN
|
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
|
PR
|
NORD DDB Stockholm, SWEDEN
|
Credits
| 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 |
Write a short summary of what happens in the digital or ambient execution or campaign.
McHive is a fully functioning beehive in the shape of a miniature McDonald’s restaurant. It can house more than 20 000 guests. It was designed in co-operation with one of Sweden’s best set designers and a professional beekeeper to make sure the bees would enjoy their
stay in the McHive. Attention to detail was key, the bees enter the hive through the main entrance, the restaurant also has a McDrive and seating outdoors as well as a staff entrance with a code lock on the back side. Inside, there’s a mini menu and the windows have mini
posters with the latest product promotion.
Cultural / Context information for the jury
Since two years back, McDonald’s Sweden’s creative platform is “Big enough to make a difference” which has a big focus on the positive butterfly effect that comes when a big brand starts making moves in the right direction.