ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Social Media / Snapchat
Annual ID
ADC_INT20_067M
About the Work
McFlurry is supposed to be the coolest/youngest ice-cream ever. But McDonald's France didn't communicate about it since 2000. And teenagers have changed quite a lot since 2000. So, our challenge was simple: forget everything about the McFlurry, and re-create a real new sub-brand to re-conquer our millennial target. We wanted to talk about our strongest USP: The McFlurry it’s more than 120 possible mixes, from the very classic to the most unexpected. We looked at our young target and came with a simple idea: This generation is a mix too: in 2019 you can listen to metal but wear colorful clothes, put joggings and be a hipster… So, you Dear, must find the perfect ice-cream for you. Target audience (consumer demographic/individuals/organisations) Approach Re-create a real new sub-brand to re-conquer our millennial target. We did mix techniques, inspirations and musics to build a design centric but integrated campaign. 1 new identity, 4 unique packagings designed by illustrators, 10 super targeted Youtube pre-rolls, a partnership with Vice to create some cool branded content video about mixed creations, a design contest on snapchat where users could personalised their own cup, and dozen of social media assets.
2020 Awards
Total Points: 2
Merit Honor
Credits
Agency
DDB, Paris / Paris
Client / Brand
McDonald's / Paris
Creative Director
Mélanie Pennec
Executive Creative Director
Alexander Kalchev
Strategist
Sébastien Genty
Cédric Ledoux
Writer
Mathieu Dublé
Account Team
Stéphane Gazzo
Mathieu Bliguet
Agathe Bicart-Sée
Laetitia de CAMAS
Xavier Royaux
Maurizio Biondi
Clémence Arnaud
Louis Esnon
Alex Vigreux
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