| Title | BEEBOARDS |
| Brand | MCDONALD'S |
| Product/Service | FAST FOOD RESTAURANTS |
| Category |
E01. Standard Sites |
|
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 |
Write a short summary of what happens in the digital or ambient execution or campaign.
McDonald’s Sweden has created a new type of outdoor billboards that double as bee hotels where wild bees can rest. The billboards 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.
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. Some Swedish McDonald’s franchisees have beehives on their restaurants’ rooftops. The BeeBoards is a way to scale up that initiative to also include Sweden's threatened wild bees.
Explain how the work innovatively used the outdoor medium.
McDonald’s franchisees own a lot of outdoor spaces around their restaurants. We wanted put those spaces to use in order to help Sweden’s struggling wild bee population. So we created billboards that double as bee hotels. All McDonald’s franchisees can order their own BeeBoards and customize both size and messaging to fit their spaces and communication needs. We also approached JC Decaux with an idea to use backsides of roadside billboards (that would otherwise just be dead space) to mount bee hotels to create more places for bees to rest. The first test is outside Stockholm with the aim of scaling up the initiative in spring 2020.