Changing the oil in the deep fryer
Fastfood DDB Zurich is launching a brand campaign for McDonald's: humorous, nationwide, and on billboards.
Fastfood DDB Zurich launches a brand campaign for McDonald's: funny, national and on posters.McDonald's Switzerland has long harbored the intention of once again launching a brand campaign in parallel with its ongoing and globally developed product advertising. Now the hamburger fryers' wish has come true. Detached from the advertising for the fast food products, the aim is to update the brand and "create sympathy and convey values such as liveliness", explains Patrick Lienert. For the CD at DDB Zurich, which is realizing the image campaign for McDonald's, a bit of subtle humour also had to be visible, and the creative concept is very flexible due to the broad and heterogeneous target group. The specific target groups are to be addressed with different ideas in a diverse mix of subjects. "Individual subjects are what make this new campaign so appealing," say the ADs Daniel Bieri and Bruno Zürcher. But because everyone in front of a hamburger from the McDonald's kitchen is the same, the graphic style of the different subjects is still immediately recognizable - because they are kept uniform.
The dark red chosen by DDB, which can only be found at McDonald's Switzerland, is also striking. Otherwise, a few motifs are still based on the Austrian brand campaign from the DDB network. In future, however, only Swiss motifs will be used - just as it is part of McDonald's concept to use local suppliers as much as possible in its restaurants.
The subjects of DDB Zurich work with the wittily surprising element of abstraction. However, the concept envisages that people will also be incorporated into the subjects of this branding campaign at a later stage.
Don't let it slip byThe current ideas show a new emoticon invented by DDB - this is an emotional expression expressed via text message and means something like: I'm very hungry. Another motif graphically depicts a cardiogram in the style of the McDonald's logo, which makes the heart beat faster when someone thinks of delicious food from the fast food chain. "It's not about making flat claims, it's more about making the viewer smile," says CD Lienert. For him, this new campaign shows the typical DDB advertising of today, "because it takes the viewer seriously and involves them by asking them to find the punch line to the individual subjects themselves". This has a more lasting effect than if the advertising message simply ripples past the viewer.
The advertising campaign is designed for the longer term and works exclusively with posters in public spaces because "this is certainly the right medium for the target group," says Lienert.
Wherever your offspring is drawn to, settle down...: DDB poster for McDonald's Switzerland.
The dark red chosen by DDB, which can only be found at McDonald's Switzerland, is also striking. Otherwise, a few motifs are still based on the Austrian brand campaign from the DDB network. In future, however, only Swiss motifs will be used - just as it is part of McDonald's concept to use local suppliers as much as possible in its restaurants.
The subjects of DDB Zurich work with the wittily surprising element of abstraction. However, the concept envisages that people will also be incorporated into the subjects of this branding campaign at a later stage.
Don't let it slip byThe current ideas show a new emoticon invented by DDB - this is an emotional expression expressed via text message and means something like: I'm very hungry. Another motif graphically depicts a cardiogram in the style of the McDonald's logo, which makes the heart beat faster when someone thinks of delicious food from the fast food chain. "It's not about making flat claims, it's more about making the viewer smile," says CD Lienert. For him, this new campaign shows the typical DDB advertising of today, "because it takes the viewer seriously and involves them by asking them to find the punch line to the individual subjects themselves". This has a more lasting effect than if the advertising message simply ripples past the viewer.
The advertising campaign is designed for the longer term and works exclusively with posters in public spaces because "this is certainly the right medium for the target group," says Lienert.
Wherever your offspring is drawn to, settle down...: DDB poster for McDonald's Switzerland.
Andreas Panzeri
