19-02974
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19-02974
Click on image to view high resolution
19-02974
Click on image to view high resolution
19-02974
Click on image to view high resolution
19-02974
Click on image to view high resolution

What We Love

[Commercial]

Client

McDonald’s Deutschland Inc., Munich

Design

Leo Burnett Germany, Frankfurt/Main Thjnk ag, Hamburg

Art Direction

Till Rothweiler, Viktor Kislovskij

Creative Direction

Andreas Pauli, Armin Jochum, Jörg Hoffmann

Text

Andreas Daum


This commercial was intended to refuel the brand’s claim “I’m lovin’ it”, for McDonald’s popularity in Germany had been stagnating for a few years. Following the motto “what you once loved, you never forget”, the clip tells a heart-warming story about two teenagers who spend an unforgettable summer together, then lose sight of each other, and meet again years later – all thanks to the girl’s very special kind of order. “What we love” became the metaphorical arrow of love into the hearts of the target audience, encouraging people to recall their love.

Sie wollen Ihre Projekte zum Red Dot Design Award einreichen? Hier geht es zum Anmeldeportal.

Dieses Projekt finden Sie auch im International Yearbook Communication Design 2016/2017.

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