Category D03. Special Build
Entrant PS21 Madrid, SPAIN
Idea Creation PS21 Madrid, SPAIN
Idea Creation 2 TRUE Madrid, SPAIN
Production TRUE Madrid, SPAIN
Name Company Position
Patricia Medeiros PS21 Head of art
José Arroyo PS21 creative
Rubén Sánchez PS21 creative director

Cultural / Context information for the jury

To speak of Spain is to speak of a strong gastronomic tradition, which covers its entire territory, representing the passage of different cultures, periods, landscapes and climates. The production of raw materials and their processing is so important that agricultural production and the gastronomic sector represent 33% of the country's Gross Domestic Product. In this context, McDonald's, one of the first fast food brands to land in the country 40 years ago, has not yet managed to free itself from the cliché of being "fast food of dubious origin" or "of very poor quality" as a multitude of tweets and user reviews reflect every day. However, McDonald's can state with full transparency that more than 70% of its ingredients come from local Spanish producers and that, therefore, what they serve in their restaurants has the quality of food from any Spanish home or market.

Write a short summary of the ambient work.

For the first time in its 80-year history, the totem poles that normally mark the location of its restaurants now signaled something even more important to the brand in this context: the origin of the food served in them. Instead of a conventional outdoor campaign, we decided to use our giant totems to signpost orchards, fields and farms throughout Spain to proudly show where McDonald's ingredients come from and support local suppliers. To date, totems have already been installed in the regions of Soria, Lugo, Murcia and soon in Asturias. The campaign has gone from being a one-off action by the brand to become the core of its public relations strategy for 2022.