BILLBOARD HOTELS

TitleBILLBOARD HOTELS
BrandMCDONALD'S
Product/ServiceFASTFOOD
Category F07. Corporate Purpose & Social Responsibility
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
PR NORD DDB Stockholm, SWEDEN
Credits
Name Company Position
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

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.