The foodie movement has changed what we percieve to be a good meal. Where a dinner used to be about the enjoyment and social aspect of a nice meal, it’s now turned into snobbery and outright bragging. These radio spots are an attempt to make people reflect, confront, and hopefully find back to their old selves again.

As a part of the execution we changed the slogan McDonald’s Norway has used for years - ”Come as you are” - into ”Come as you were”, giving the slogan new life and relevance, but also completing the idea itself.