Brief

McDonald's wanted to create an ad for home delivery to run during the winter months.

Insight

Winter in Norway is dark and cold, with only a few hours of sunlight a day. This is why focus so much on «kos» during winter; having a cozy time at home. Food is a big part of that.


Solution

The outdoor ad came from a realization that the iconic McDelivery bag could be transformed into the very place it was meant to go: your home. A professional paper artist cut out the bag by hand to look like a traditional Norwegian apartment building. By keeping the ad quite dark, except for the light in the window, we increased the relevancy for everyone walking home on those dark, snowy streets – showing them how a home delivery from McDonald’s can help bring light and warmth to a cold and dark Norwegian winter.

We saw an increase in guest count and delivery sales, and the campaign also gained international attention online for it's iconicity.