MCHIVE

TitleMCHIVE
BrandMCDONALD'S
Category E02. Ambient Outdoor
Product/ServiceFAST FOOD RESTAURANT
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
PR NORD DDB Stockholm, SWEDEN
Credits
Name Company Position
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.

Explain how the work innovatively used the outdoor medium.

As the first restaurant of its kind, the McHive embodied the local sustainability initiative to put beehives on McDonald’s restaurant rooftops and made it world famous.