| Title | MCDO |
| Brand | MCDONALD'S |
| Product/Service | MCDONALD'S |
| Category |
F05. Cultural Insight |
|
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
| 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 |
Please tell us about the cultural insight that inspired the work
‘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.