BEEBOARDS

TitleBEEBOARDS
BrandMCDONALD'S
Category E01. Standard Sites
Product/ServiceFAST FOOD RESTAURANTS
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
Name Company Position
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.