18: CRAFT (Outstanding Art Direction (print))

McDonald’s JPG
McDonald’s JPG
McDonald’s JPG

McDonald’s "McFamilies" - McDonald’s
McDonald’s

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McDonald’s

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Title of Entry: McDonald’s "McFamilies"
Brand: McDonald’s
Product/Service: McDonald’s
Client: McDonald’s
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
Sector: 38277
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