TBWA for McDonald's: Hand on heart
McDonald’s has been an integral part of Switzerland for nearly 50 years, as have many of its ingredients. To raise broader awareness of this, TBWA has developed a Brand Trust Campaign that celebrates manufacturers, products, and Switzerland.
Hand on heart: how often have you bitten into one of McDonald's delicious burgers and silently wondered where the ingredients come from? This is exactly when three new commercials come into play. And the answer is closer than many people think: many of the ingredients come from Swiss farmers - and in the films, they vehemently and proudly insist on this fact.
But McDonald's is celebrating even more than the Swissness of its ingredients and products. It celebrates the country as a whole: for example, with August 1 motifs or a promotion that offers hamburgers for just 1 franc whenever the Swiss women's football team is playing.
And last but not least, it's not just the beef, raclette cheese and bread rolls that are made in Switzerland, but also everything to do with the campaign. For example, the picturesque visuals, which are used on everything from posters to digital and POP. They were designed by hand by Swiss artist Dexter Maurer, who works in the Jura.
In addition to TV and (D)OOH, the 360-degree campaign will be played out with a strong digital focus and supplemented by in-store measures.
Responsible at TBWA\Zurich Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Davide Schenker, Mathias Bart, Jil Pettenhofer, Gvozden Milosevic, Sabine Grossmann (Creation) Marion Schwager, Maryna Pavlichkova- Meier (Consulting), Nicolao Negrello, Agnes Meier (Head of Production), Toni Rubera, Noemi Rubera (DTP). Media OMD Switzerland. Film production Markenfilm AG (production & audio), Joel Scheidegger (producer), JingleJungle (sound studio).
