GET INTO THE SNOW GLOBE

TitleGET INTO THE SNOW GLOBE
BrandMCDONALD'S
Category D05. Special Build
Product/ServiceMCDONALD'S
Entrant DDB WARSAW, POLAND
Idea Creation DDB WARSAW, POLAND
Production PAPAYA FILMS Warsaw, POLAND
Credits
Name Company Position
Zuzanna Duchniewska-Sobczak DDB Warszawa Creative Director
Maciej Waligóra DDB Warszawa Creative Director
Jan Mirosław DDB Warszawa Senior Copywriter
Izabela Wit DDB Warszawa Senior Art Director
Kasia Seyfried DDB Warszawa Head of Creative Solutions
Agata Pietruch DDB Warszawa Project Manager
Anna Łyszczek-Majewska DDB Warszawa Strategic Planner
Małgorzata Majcher DDB Warszawa Acting Strategy&Business Director
Tomek Kulesza Papaya Films Producer

Write a short summary of what happens in the digital or ambient execution or campaign.

What was special in what we built was the fact than it was a giant Snow Globe that people could actually enter. This toy-inspired structure was supposed to bring back the memories of perfect winters - winters that are, for the most part, long gone. This way, for a moment, everyone who misses snow in winter could get their wish. The spherical outdoor was 14 meters high and contained 2700 cubic meters of air, with a McDonald’s pop-up store in the middle. It proved impossible to pass by. And people wanted to get in, because a bubble of happiness was there. Standing.

Cultural / Context information for the jury

Poland used to be a typical North Eastern European country - winters were long and full of snow. In our national psyche, there is a special place for the first snowfall and what it means - that the holidays are approaching and we can be a little happier, a little more joyful. But nowadays, snow rarely comes before Christmas, and even less frequently it stays. That's why people needed a space where they could be transported to a happier place: to a winter enclosed in a Snow Globe.