A new era in the international history of the McDonald's corporation has begun in Germany. For the first time ever, the company is launching a global brand campaign created in Germany. The new claim and music will be tailored to local languages and cultures by organisations within each target country. In Germany, 'I'm lovin it' (ich liebe es) is the new creative concept that will promote McDonald's as a lifestyle company: youthful, full of energy, and fun. A new website accompanies the campaign. It delivers the new look and feel of the McDonald's ads. Based on a five zone framework, the new McDonald's website offers users a truly unique experience: a compelling and completely original website. Programmed in Flash, using strong fashion/art visuals and so called 'Flow-Surf-Navigation' this type of site has never been seen before. It is highly entertaining, very functional, and user-friendly. The visitor can look at every flash-zone without getting 'lost' on the website.