Short List
Category A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Media Placement OMD Stockholm, SWEDEN
Production SWIM CLUB Stockholm, SWEDEN
Post Production SWIM CLUB Stockholm, SWEDEN
Name Company Position
Andreas Dahlqvist NORD DDB CEO & CCO
Anna Salonen NORD DDB Art Director
Daga Simonsson NORD DDB Copywriter
Simon Higby NORD DDB Creative lead
Petter Dixelius NORD DDB Creative lead
Joel Ekstrand NORD DDB Creative lead
Jens Welin NORD DDB Business Director
Jeanette Ytterman NORD DDB Client Director
Tobias Bergenwall NORD DDB Creative Producer
Kristin Åkerlund NORD DDB PR Strategist
Jesper Andersson NORD DDB Head of Communications Planning
Sofie Hammers NORD DDB Content Strategist
Siri Lindén NORD DDB Content Manager
Jonas Eriksson NORD DDB Content Creative
Alexander Olsson Nelin NORD DDB Content Creative
Christian Björnerhag NORD DDB Motion Designer
Edith Sundberg NORD DDB Graphic Designer
Daniel Johansson NORD DDB Graphic Designer
Prince Talhaoui NORD X Technical director
Mattias Nordenham NORD X Digital Designer
Alexander Håkansson NORD X Developer
Amöba Amöba Amöba Technical Advisor
Swim club Swim club Swim club Director
Helena Widinghoff Swim Club Producer
Teitur Ardal Rosengren Swim Club Photographer
Malin Ummer Swim Club Stylist
Moon Narancic Swim Club Makeup & Hair
Natan Gullström House Agency DP & Editor
Alexander Biörsmark House Agency DP & Editor
Christoffer Rönnblad McDonald's Nordic CMO
Staffan Ekstam McDonald's Sweden CMO
Henrik Nerell McDonald's Sweden Head of PR and communication
Sofie Lager McDonald's Sweden Senior marketing manager
Susanne Wahlberg McDonald's Sweden Project leader
Lisa Palm Danielsson McDonald's Sweden Head of media
Johan Tennbäck McDonald's Sweden Head of social media
Michaela Bognäs McDonald's Sweden Digital Manager
Hanna Dahlborg Prime Weber Shandwick Project Manager
Hampus Knutsson Prime Weber Shandwick Key Account Manager
Hugo Broms Prime Weber Shandwick PR- & Mediaspecialist
Emanuel Falsen OMD Business Director
Karin Mohlin OMD Client Manager
Ylva Källén OMD Influencer Specialist
Oxana Naess OMD Senior Ad Operations
Malin Guillermo OMD Programmatic Coordinator
Patrik Lundberg OMD Video Specialist
Victoria Ray OMD OOH & Cinema Specialist Director

Write a short summary of what happens in the film

We see various people with the most iconic hairdo from the ‘90s – the one that looks like the world-famous McDonald’s logo – styled in clothes typical for that decade, posing just like the biggest pop wonders and movie stars did back then – stars such as Nick Carter and Leonardo DiCaprio. Shot on an old video camera, in front of classic ‘90s school photo backdrops, we portray our models just like burgers were portrayed back then: in rotating 360-degree product spins. As a cherry on top, a ‘90s style remake of the McDonald’s logotype is shown, together with the campaign message: “The Golden M – A hairdo for those with exquisite taste.”

Cultural / Context information for the jury

‘90s fashion is back in style. So is one of the most iconic hairdos from that decade, the ‘curtain’. This is true especially in Sweden, where the popularity of the 'do skyrocketed last fall, probably as a result of overgrown pandemic lockdown hairdos. So, once again, people are walking around with their bangs parted in the middle, just like David Beckham, Nick Carter and Leonardo DiCaprio did thirty years ago. Today, people like Brooklyn Beckham, Timothée Chalamet, Liam Payne of One Direction and Liam Hemsworth have been sporting the ‘do. And it just so happens that the iconic hairstyle looks a lot like another icon, one of the world’s most known logos – the McDonald’s Golden Arches.