Title | GET INTO THE SNOW GLOBE |
Brand | MCDONALD'S |
Product/Service | MCDONALD'S |
Category |
D05. Special Build |
Entrant
|
DDB WARSAW, POLAND
|
Idea Creation
|
DDB WARSAW, POLAND
|
Production
|
PAPAYA FILMS Warsaw, POLAND
|
Credits
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.