When the McHeidi with the McPeter
Fast Food TBWA/Zurich is launching «Heidi Weeks» for McDonald’s, bringing Swiss burgers into living rooms alongside a classic film.
Fast Food TBWA/Zurich launches the "Heidi Weeks" for McDonald's and brings Swiss burgers with a great film classic to the parlor.The Japanese not only built the best watches in the seventies. Our second national product "Heidi" was also filmed more enduringly in Japan than in Switzerland. In any case, the animated films of Isao Takahata, who later won an Oscar, became world-famous at that time. The Japanese cartoonist showed us an intact mountain world that we would hardly ever have dared to draw ourselves. Heidi, Geissenpeter and Alpöhi have thus become icons worldwide and for generations to come. And what still inspires children today was already a highlight of early childhood television culture for their parents.The modern reputation of the mountainsFor McDonald's and TBWA/Zurich, these films are more than just a good opportunity to present traditional Swiss burgers "in an appropriate setting", as CD Armin Korf puts it. As TV commercials for the family restaurant, the films offer a unique media platform that conveys tradition, originality and quality in a self-explanatory and entertaining way.
Of course, these movie templates didn't just serve as fast food for the creatives. Instead of reusing a few simple excerpts, new and funny short stories were created from the existing stories, all of which revolve around the burgers of the "Heidi Weeks". For example, a call to the ravine is not simply an echo, but an order for a tasty McBacon.
Or Geissenpeter doesn't bring Alpöhi letters from Auntie Dete as usual, but the offer of the current "Heidi Week". These are all fitting stories, which are of course crowned with a culinary presentation of McBacon, McTicino and McRösti at the movie's happy ending.
As the "Heidi Weeks" don't just take place on the screen, attention also had to be paid to the careful and loving implementation of the various communication measures. New illustrations were created specifically for this purpose, which showcase the protagonists in a witty and playful way.
Heidi, Geissenpeter and Alpöhi can be seen on television from April 4. And the culinary creations of the "Heidi Weeks" will be available to munch on at McDonald's until May 15.
Andreas Panzeri
Of course, these movie templates didn't just serve as fast food for the creatives. Instead of reusing a few simple excerpts, new and funny short stories were created from the existing stories, all of which revolve around the burgers of the "Heidi Weeks". For example, a call to the ravine is not simply an echo, but an order for a tasty McBacon.
Or Geissenpeter doesn't bring Alpöhi letters from Auntie Dete as usual, but the offer of the current "Heidi Week". These are all fitting stories, which are of course crowned with a culinary presentation of McBacon, McTicino and McRösti at the movie's happy ending.
As the "Heidi Weeks" don't just take place on the screen, attention also had to be paid to the careful and loving implementation of the various communication measures. New illustrations were created specifically for this purpose, which showcase the protagonists in a witty and playful way.
Heidi, Geissenpeter and Alpöhi can be seen on television from April 4. And the culinary creations of the "Heidi Weeks" will be available to munch on at McDonald's until May 15.
Andreas Panzeri
