Title | HOPELESS GENERATIONS |
Brand | MCDONALD'S |
Product/Service | MCDONALD'S |
Category |
B03. Sound Design |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Media Placement
|
OMD Stockholm, SWEDEN
|
PR
|
PRIME WEBER SHANDWICK Stockholm, SWEDEN
|
Production
|
ACNE Stockholm, SWEDEN
|
Post Production
|
ACNE Stockholm, SWEDEN
|
Credits
Andreas Dahlqvist |
NORD DDB |
CEA & CCO |
Petter Dixelius |
NORD DDB |
Copywriter |
Joel Ekstrand |
NORD DDB |
Art Director |
Stina Nyberg |
NORD DDB |
Client Manager |
Jens Welin |
NORD DDB |
Senior Client Director |
Jeanette Ytterman |
NORD DDB |
Client Director |
Jesper Andersson |
NORD DDB |
Planner |
Linnea Berglund |
NORD DDB |
Planner |
Edith Sundberg |
NORD DDB |
Graphic Designer |
Daniel Liljas |
NORD DDB |
Graphic Designer |
Anna Lisspers |
NORD DDB |
Print Production |
Johan Leborg |
NORD DDB |
Copywriter |
Sofie Hammers |
NORD DDB |
Social Media & Community Strategist |
Alexander Olsson Nelin |
NORD DDB |
Content Creative |
Victor Söderblom |
NORD DDB |
Digital Client Manger |
Siri Lindén |
NORD DDB |
Influencer Specialist |
Christoffer Åhlund |
NORD DDB |
Digital Client Director |
Daniel Johansson |
NORD DDB |
Webmaster |
Staffan Ekstam |
McDonald's Sweden |
CMO |
Susanne Rydjer |
McDonald's Sverige |
Marketing Manager |
Sofie Lager |
McDonald's Sweden |
Senior Marketing Manager |
Johan Tennbäck |
McDonald's Sweden |
Head of Social Media |
Michaela Bognäs |
McDonald's Sweden |
Digital Manager |
Henrik Nerell |
McDonald's Sweden |
Head of PR & Communication |
Emanuel Falsen |
OMD |
Client Director |
Hildegard Rodriguez |
OMD |
Client Manager |
Hampus Knutsson |
Prime Weber Shandwick |
Key account manager |
Hanna Dahlborg |
Prime Weber Shandwick |
Strategic project manager |
Beata Berg |
Prime Weber Shandwick |
Senior planner, strategy |
Axel Tesch |
Prime Weber Shandwick |
Senior planner, strategy |
Louise Moberg |
Prime Weber Shandwick |
Creative Director |
Kaspar-Petter Prinz |
Prime Weber Shandwick |
Art Director |
Anders Pålsson |
Prime Weber Shandwick |
Designer |
Erik Gruvfors |
Prime Weber Shandwick |
Manager, Mediaspecialist |
Tompa Skoging |
ACNE |
Director |
Fredrik Skoglund |
ACNE |
Executive Producer |
Mats Wolgers |
ACNE |
Producer |
Olle Kirchmeier |
ACNA |
DOP |
Maja Britasdotter Östberg |
ACNE |
Producer |
Mattias Yngwe |
House Agency |
Agency Producer |
Write a short summary of what happens in the film
We see Swedish youth through out the years, from the 70s until present time. They all sing the classic Swedish 90s hit "Open your door" but with new lyrics about all different prejudices adults have towards them – be it punks, heavy metal kids, influencers or gamers. In the chorus they all sing "And every generation has felt the same", giving us a reminder that every adult generation have a tendency to think less of "kids these days". The main character of the film, a young girl named Selma, is heading somewhere. She ties together all the generations in the end as she marches towards her destination... which turns out to be McDonald's – her place of work.
SUPER: We've believed in every hopeless generation since 1973
SUPER: Now it's more important than ever
SUPER: Open the door for Sweden's youth
Cultural / Context information for the jury
Because of the pandemic, Sweden has its highest number of unemployed youth ever. Since McDonald's is one of the few companies still hiring young adults in 2021 it was an opportunity to take a stance for this generation. In Sweden, McDonald's I considered to be one of the best companies to have as the first place of employment on your resume.
The cultural references in the film are taken from time-typical album covers, reality tv shows and real modern day influencers and TikTok-personalities.
Tell the jury about the elements of sound design.
Ambience, music, studio vocals mixed up with vocals recoded on set.