2021 Print & Publishing

EYES ON THE FRIES

TitleEYES ON THE FRIES
BrandMCDONALD'S
Product/ServiceMCDONALD'S
Category D03. Single-market Campaign
Entrant MCDONALD'S NORWAY Oslo, NORWAY
Idea Creation NORD DDB Oslo, NORWAY
Credits
Name Company Position
Jens Østrem NORD DDB OSL Creative
Ingrid Hvidsten NORD DDB OSL Creative
Torstein Søreide Skogedal NORD DDB OSL Creative
Thomas Larsen Eltvik NORD DDB OSL Creative
Aleksander Hetland NORD DDB OSL Business director
Gro Marwold NORD DDB OSL Project manager
Mats Anderson NORD DDB OSL Graphic Designer
Morten Vikanes NORD DDB OSL Motion graphic designer

Translation. Provide a full English translation of any text.

Eyes on the fries. Don't eat and drive. Take a break.

Please tell us how the work was designed / adapted for a single country / region / market.

With the pandemic ravaging the world, people had to socially distance and could only travel in their cars within their country's borders. As one of the biggest supplies of road food, McDonald’s saw a staggering increase in meals bought through their Drive Thru which accounted for 40% of all meals at its peak. But research shows that inattention behind the wheel is the leading cause behind 33% of serious road accidents. That’s why McDonald’s Norway launched a road safety campaign, urging people to keep their eyes on the fries-resembling yellow road markings, not the MacFries from McDonald’s. But this couldn't be done in any country. Norway is one of the few places where there are yellow road markings. A local campaign with an international appeal, since the US have yellow stripes and are often seen in American entertainment, and therefore known to everyone across the globe.