McDo - McDonald's
Fast Food / Barber shop

Shortlist

Title of Entry:	McDo
Brand:	McDonald's
Product/Service:	Fast Food / Barber shop
Client:	McDonald's Scandinavia
Entrant Company:	NORD DDB Stockholm
Creative Team:	NORD DDB Christoffer Rönnblad - CMO Staffan Ekstam - CMO Henrik Nerell - Head of PR and communication Sofie Lager - Senior marketing manager Susanne Wahlberg - Project leader Lisa Palm Danielsson - Head of media Johan Tennbäck - Head of social Michaela Bognäs - Digital Manager Andreas Dahlqvist - CCO & COO Anna Salonen - Art Director Daga Simonsson - Copywriter Simon Higby - Creative Lead Petter Dixelius - Creative Lead Joel Ekstrand - Creative Lead Jens Welin - Business Director Jeanette Ytterman - Client Director Tobias Bergenwall - Creative Producer Kristin Åkerlund - PR Strategist Jesper Andersson - Head of Communications Planning Sofie Hammers - Content Strategist Siri Lindén - Content Manager Jonas Eriksson - Content Creative Alexander Olsson Nelin - Content Creative Christian Björnerhag - Motion Designer Edith Sundberg - Graphic Designer Daniel Johansson - Graphic Designer Prince Talhaoui - Technical director Mattias Nordenham - Digital Designer Alexander Håkansson - Developer
Other Credits:	Swim Club Helena Widinghoff - Producer Teitur Ardal Rosengren -Photographer Malin Ummer - Stylist Moona Narancic - Makeup & Hair House Agency Natan Gullström - DP & Editor Alexander Biörsmark - DP & Editor Hanna Dahlborg - Project Manager Prime Weber Shandwick Hampus Knutsson - Key Account Manager Hugo Broms - PR- & Mediaspecialist OMD Emanuel Falsen - Business Director Karin Mohlin - Client Manager Ylva Källén - Influencer Specialist Oxana Naess - Senior Ad Operations Malin Guillermo - Programmatic Coordinator Patrik Lundberg - Video Specialist Victoria Ray - Print, OOH & Cinema Specialist Director
Sector:	N/A
Notes:	The 90s are back with a bang! Literally. Once again, people are walking around with their bangs parted in the middle, just like David Beckham, Nick Carter and Leonardo DiCaprio did thirty years ago. It just so happens that the iconic hairstyle looks a lot like another icon, one of the world’s most recognized logos – the McDonald’s Golden Arches. To celebrate the comeback of the ‘do, we decided to hijack it by paying a tribute to all our ambassadors. As a part of our celebration, we developed The Golden M Detector – an app that used AI and machine learning to detect Golden M:s. People with the ‘do could use it to get a free Big Mac by posting their photo on Instagram and tagging it with #mcdonalds. And for all those who didn’t make the cut, we offered them one instead. By opening our very own McDonald’s certified barber shop with only one iconic style on the menu. The appointments took place online where a hairdresser helped people trim the ultimate Golden M, safely from home. The hair salon was fully booked within two hours of the launch. So, to further support people in getting the celebrity look, we released an online tutorial on how to get the ‘do. All this, just to celebrate McDonald’s subliminal ambassadors.