MCDO

TitleMCDO
BrandMCDONALD'S
Product/ServiceMCDONALD'S
Category D04. Live Advertising & Events
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Media Placement OMD Stockholm, SWEDEN
PR PRIME WEBER SHANDWICK Stockholm, SWEDEN
Production SWIM CLUB Stockholm, SWEDEN
Post Production SWIM CLUB Stockholm, SWEDEN
Credits
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

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.

Write a short summary of the ambient work.

The 90s are finally back in style, including the iconic ‘curtains’ hairdo. It just so happens that the hairstyle looks exactly like another icon, or one of the world’s most recognized logos: The McDonald’s Golden Arches. To celebrate the comeback of the ‘do, McDonald’s decided to hijack it by paying a tribute to all their subliminal ambassadors. That's why they launched their very own McDonald’s certified barber shop, with only one style on the menu. McDonald’s also built an app, The Golden M Detector, that used AI and machine learning to detect Golden M:s. People with the ‘do could use it to get a free Big Mac by posting their photo on Instagram and tagging it with #mcdonalds. If the AI didn’t find a Golden M, people were advised to book an appointment at the salon or watch the official YouTube tutorial on how to get the ‘do.