McDonald’s celebrates the nation’s favourite season in summer campaign via DDB Sydney
Australia is famous for its summers; long, hot days spent enjoying the sun and the sea. Aussies can’t help loving it just as much as they love shortening words and tucking into Macca’s. DDB Sydney has connected the nation’s favourite season with its favourite place to eat in this recently launched campaign.
As the temperatures rose, “I’m loving it” became “I’m lovin’ Summer.” To accompany this new line, the iconic golden arches were used to create a suite of summer inspired icons. From flippers to thongs, Soft-Serves to buckets, snorkels to surfboards, and everything in-between, the arches were incorporated into graphics representing all things summer.
The “I’m lovin’ Summer” icons has cemented Macca’s position as an integral part of the Aussie Summer. The ads appeared across large format OOH, packaging, social and merchandising.
McDonald’s Australia:
Head Of Marketing – Jenni Dill
Director of Marketing – Jo Feeney
Group Brand Manager, Marketing – Amanda Nakad
Brand Manager, Marketing – Nichole Tsiros, Channa Goonesekara
DDB Sydney:
Chief Creative Officer: Ben Welsh
Executive Creative Director: Tara Ford
Creative Director: David Joubert
Art Director: David Joubert
Art Director: Becca Duggan
Copywriter: Fee Millist
Senior Designer: Ramon Rodriguez
Illustrator: Ramon Rodriguez
Managing Director: Priya Patel
Group Account: Director Lisa Hauptmann
Senior Account Director Andrew Inman
Senior Account
Manager: Catherine Cumming
Planning Director: Annabelle Rogers
Chief Strategy Officer: Leif Stromness
Media: OMD
39 Comments
Thongs is excellent. Could be overanalysed in that the meat tastes like rubber thongs but I really like it – simple.
And amazing they’d let you do that to their logo!
Like, really suck.
These are worse than that illiterate shit from last week. Ridiculous.
8 creatives are credited. Yet clearly the only one who did any work on it was the illustrator.
These are great, girls. Don’t listen to those idiots above. Nice work
I’m with Great stuff and Former workmate: Nice work
Unnecessary above. Great, simple, eye catching campaign. The castle bucket is my favourite.
The old “look how may creatives were credited” comment. So green.
Agreed these are awesome. Nice work Ramon!!
Have a look on ads of the world – this is all the rage elsewhere.
go ramon!
this is truly embarrassing student level stuff if that when compared to the likes of o/s award winning ooh stuff from last year.
1990 called and wants its scamps back.
Well done Ramon!
I think it’s great. Clean, eye catching, instantly identifiable. What more could you possibly ask from OOH?
The arches has been manipulated hundreds of times over the years, and these are mostly clumsy contrived examples. Look up 99p cheeseburgers to see a good version of this idea.
Simple and fun… it’s good that a brand can play in that world. I rate them…
To be honest, it’s better than that eugene thing whatever the fuck that was about. At least i know this is maccas. But seriously… who is eugene? Do I need to see the TV to get it? I saw it on a bus. Can someone pis help explain eugene.
Lovey work legends!
Swapsies are back. Next stop long copy 🙂
Simple, strong and unmistakable branding. There’s so little of it about.
“Today we’ll be covering the trope of things-that-look-like-things. Open your award annuals to 2009 please.”
This should have been, at most, a three person job. Just goes to show the amount of time wasted in advertising these days.
@Overkill
Two ADs and a copywriter. Isn’t that three? One, two three. Carry the one. Yep, three.
Nice work guys. Bright, fun and eye-catching. Unlike these^^ miserable fuckers.
Still desperate to get your name up in lights
@Copy Desk
Maybe you should stick to what your name suggests and forget the counting lessons
Yes. In practice… no. They don’t make sense logically. The ‘M’ doesn’t line up or play a part in most of them – the fins are an example – just an M stuck over the top of a pair of flippers.
The beach bucket and flip flops work well. The rest are ham-fisted.
In theory, M is centred unlike your impaired vision.
@Overkill
Talking about time wasted in advertising, let’s discuss your career.
@Copy Desk
Oooooooo, yes please, lets do that
Brilliant stuff guys. This and the Aussie Day campaign remind me why I do this job… the comments on this blog should encourage you to keep it up.
@Overkill
The thing is, it takes a lot of people to make a campaign. Some might only spend half an hour on it, but contribute a key thought. They deserve credit.
I can’t imagine that the hundred people credited for this work all spent a week in some Maccas OOH war room inhaling Quarter Pounders and working on nothing else. Maybe they did. Maybe they locked the agency doors until they had something.
But it’s unlikely. Jobs get kicked from team to team, CDs dip in and out, cleaners might have a thought they write on the blackboard, finally solving some unsolvable problem. That’s right kids, it’s a 90s movie reference. Happy Friday.
@Copy Desk
LOL
best posters around at the moment, no doubt.
Now now girls, play nicely.
Nice work Fee.
like it
Tristan! Sebastian! Stop pulling each other’s hair AT ONCE!