Title | BILLBOARD HOTELS |
Brand | MCDONALD'S |
Product/Service | FASTFOOD |
Category |
G07. Corporate Purpose & Social Responsibility |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
PR
|
NORD DDB Stockholm, SWEDEN
|
Credits
Andreas Dahlqvist |
NORD DDB |
Chief Creative Officer |
Petter Dixelius |
NORD DDB |
Copywriter |
Jens Welin |
NORD DDB |
Senior Client Director |
Anna Lisspers |
NordDDB |
Printbuyer |
Joel Ekstrand |
Nord DDB |
Art Director |
Johanna Björnfot |
Nord DDB |
Client Director |
Stina Nyberg |
Nord DDB |
Client Manager |
Annie Leander |
Nord DDB |
Client Manager |
Tobias Bergenwall |
Nord DDB |
Creative Producer |
Elin Wiger Fengnell |
Nord DDB |
Graphic Designer |
Daniel Liljas |
Nord DDB |
Graphic Designer |
Pärmartin Jonsson |
Nord DDB |
Graphic Designer |
Lisa Ström |
Nord DDB |
Planner |
Susanne Johansson |
Nord DDB |
PR Director |
Christian Björnehag |
Nord DDB |
Photographer |
Jonas Eriksson |
Nord DDB |
Content Creative |
Jeanette Ytterman |
Nord DDB |
Senior Client Manager |
Why is this work relevant for Media?
We created a system where McDonald's franchisees could replace their standard billboards with new billboards that doubles as bee hotels.
Background
Situation:
McDonald’s Sweden's creative concept is “Big enough to make a difference”. All brand building campaigns are grounded in an annual sustainability report.
Brief:
Make people see McDonald's as a responsible brand by scaling up local sustainability efforts.
Objective:
The objective was to highlight the issue of Sweden’s declining bee population, make more franchisees throughout the country join the cause and hopefully spread this idea to other markets.
Describe the creative idea / insights (30% of vote)
We 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 billboard hotels 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).
Describe the strategy (20% of vote)
The primary target audience was the general population of Sweden. We made the billboard hotels available to order for all McDonald’s franchisees in Sweden and let them customize both size and copy to fit their needs. At the same time we collaborated with JC Decaux to put dead space on the backside of billboards to good use. We filmed the making and mounting of our billboards and seeded the film via social media and to relevant media outlets, locally and internationally.
Describe the execution (20% of vote)
The first billboards were mounted outside three McDonald’s restaurants before summer. The billboards are permanent installations and will sit there for a very very long time since the copy is generic information such as “Always open” and not campaign messaging.
List the results (30% of vote)
The Billboard Hotels were covered by media all over the world, with an earned reach over 360 000 000 and thousands of people urging their local McDonald’s’ to join the cause.
McDonald's is a company that takes responsibility: +30% (vs norm).
Please tell us how the brand purpose inspired the work
With the concept "Big enough to make a difference" all creative brand work for McDonald's Sweden is based on an annual brand sustainability report. Local initiatives are highlighted in the report, such as franchisee Christina Richter who keeps bee hives on the rooftops of her restaurants. The idea of converting the franchisees own billboards into bee hotels was a way to scale up her initiative and make it easy for more restaurants to join the cause.