18: CRAFT (Outstanding Art Direction (print))
McDonald’s "McFamilies" - McDonald’s
|Title of Entry:||McDonald’s "McFamilies"|
|Entrant Company:||HEIMAT, Berlin|
|Creative Agency:||HEIMAT, Berlin|
|Craft Leader(s):||Esra Gülmen|
|Creative Director:||Esra Gülmen, Nicolas Blaettry, Matthias Storath|
|Art Director:||Marco Russo, Adriana Liotta|
|Copywriter:||Gaia Bonetti, Lisa Reissner|
|Chief Creative Officer:||Matthias Storath, Guido Heffels|
|Account Manager:||Elisabeth Treichel|
|Date of Release:||2019-05-13|
|Notes:||McDonalds. Since its founding a place where families are welcome. But during the last decades the idea of a family is constantly changing. Time to address that.
On International Family Day 2019, McDonald’s took a stand for family diversity with their most valuable brand asset. Welcoming all families. McFamilies is an iconic design system celebrating family diversity. We featured it in a film, printed it on the trays on bags on posters and on store signage.
With McFamilies, the worlds largest fast food chain set a sign of love to families of any kind.
|URL Link (optional):||https://www.youtube.com/watch?v=sVKu4uwuNaI|
|Other Credits:||Art Buying / Creative Services: Carola Storto|
|Other Credits:||Agency Producer: Jan Scholz|
|Other Credits:||Editor: Facundo Prats|
|Other Credits:||Senior Team Manager Marketing: Alexandra Wachholz|
|Other Credits:||Chief Marketing Officer: Susan Schramm|
|Other Credits:||Marketing Director: Jörn Winkler|
|Other Credits:||Marketing Manager: Daniel Berg|