TBWA\Zurich positions McDonald's as a place for families
With a new platform, McDonald’s is putting the family experience front and center. Under the tagline «Where kids can be kids,» the campaign by TBWA\Zurich highlights what sets the company apart from traditional restaurants.
Meeting friends, enjoying yourself, socializing. These are things that come to mind when you think of going to a restaurant. This can be a problem for families, because children - fortunately - don't always behave the way others would like them to.
Anyone who visits a McDonald's branch experiences the restaurant as a lively meeting place for everyone and families in particular. Children can be who they are - loud, fidgeting and eating with their fingers.
TBWA\Zurich developed a new platform for this unique selling point compared to most of the competition. Based on the claim "Where children can be children", there is now the first campaign that describes McDonald's and its products through the eyes of children.
The campaign plays with children's perception of McDonald's. In the TV commercial, children break with the usual restaurant conventions, while print and online subjects stage humorous misinterpretations of product names - such as "Ham Bergah" or "Schiken Nageds". This playful perspective is intended to establish McDonald's as a place where families feel welcome. The campaign has been running since Monday on various channels, including social media, online platforms and at the POP.
Responsible at McDonald's: Severine Caspard (Marketing Manager, Brand & Strategy), Inga Roxburgh (Marketing Manager Media & Calendar Planning), Alison Isler (Marketing Specialist). Responsible at TBWA\Zurich: Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Katharina Binder, Davide Schenker (creation), Maryna Pavlichkova (consulting), Toni Rubera, Noemi Rubera (DTP), Nicolao Negrello (motion design). Film production: Gregory Barth (Director), Leonardo Sanfilippo (Producer), Nathalie Maibach (Producer).
