Cannes Lions
HEYE GROUP, Munich / MCDONALD'S / 2014
Overview
Entries
Credits
Description
“You are what you eat”, knew the German philosopher Ludwig Feuerbach already 150 years ago. Today we should say: “You eat what you are“. The variety of products at McDonald’s makes sure there’s something for everyone. And this is what we focused on in our campaign.
Execution
We use well-known visual elements and arrange the products in a way, that they form different characters – after all everyone has a mind of his own, concerning his preferred food. This is reflected in our design too: It leaves enough room for individual interpretation.
The screen printing technique was chosen to add more depth and give every visual its own identity.
Outcome
As we chose highly frequented places – indoor and outdoor – we reached round about 400,000 different people, for example at Munich’s central train station, which thousands of people pass every day. Since all places are located right next to a McDonald’s restaurant, we didn’t only bring McDonald’s straight to the people’s mind, but the people straight to McDonald’s.
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