Situation:

McDonald’s Sweden's creative concept is “Big enough to make a difference”. All brand building campaigns are grounded in an annual sustainability report.

Brief:

Make people see McDonald's as a responsible brand by scaling up local sustainability efforts.

Objective:

The objective was to highlight the issue of Sweden’s declining bee population, make more franchisees throughout the country join the cause and hopefully spread this idea to other markets.

The primary target audience was the general population of Sweden. We made the billboard hotels available to order for all McDonald’s franchisees in Sweden and let them customize both size and copy to fit their needs. At the same time we collaborated with JC Decaux to put dead space on the backside of billboards to good use. We filmed the making and mounting of our billboards and seeded the film via social media and to relevant media outlets, locally and internationally.

The first billboards were mounted outside three McDonald’s restaurants before summer. The billboards are permanent installations and will sit there for a very very long time since the copy is generic information such as “Always open” and not campaign messaging.

The Billboard Hotels were covered by media all over the world, with an earned reach over 360 000 000 and thousands of people urging their local McDonald’s’ to join the cause.

McDonald's is a company that takes responsibility: +30% (vs norm).