The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Billboards & Transit / Single
Annual ID
OS23_OH043M
About the Work
The task
McDonald's has restaurants all over Germany, also nearby classical concert halls.
Hundreds of concertgoers and musicians flock to the performances every day, but McDonald’s is the last thing on their minds.
McDonald's was looking for an idea that would lure this target group, which is rather reluctant towards fast food, to the McDonald’s restaurant.
The idea
Classical concert halls. Where everyone is obsessed with the notes of Mozart and Beethoven…and not the location of the nearest McDonald’s.
Knowing that, we created: the Jingle Board. At first, an OOH with no branding and then: an ear worm worthy of a symphony.
The Solution
McDonald's positioned the Jingle Boards in front of Germany’s most famous and most visited concert halls; e.g. the Berlin Philharmonic.
The very minimalistic OOH poster shows the musical note sheet of the world-famous McDonald's jingle "I’m lovin’ it" and a simple indication of direction and distance. The concertgoers and musicians understood the message immediately at first sight.
The result: once you have McDonald's on your mind, you will soon have it in your belly.
McDonald's has restaurants all over Germany, also nearby classical concert halls.
Hundreds of concertgoers and musicians flock to the performances every day, but McDonald’s is the last thing on their minds.
McDonald's was looking for an idea that would lure this target group, which is rather reluctant towards fast food, to the McDonald’s restaurant.
The idea
Classical concert halls. Where everyone is obsessed with the notes of Mozart and Beethoven…and not the location of the nearest McDonald’s.
Knowing that, we created: the Jingle Board. At first, an OOH with no branding and then: an ear worm worthy of a symphony.
The Solution
McDonald's positioned the Jingle Boards in front of Germany’s most famous and most visited concert halls; e.g. the Berlin Philharmonic.
The very minimalistic OOH poster shows the musical note sheet of the world-famous McDonald's jingle "I’m lovin’ it" and a simple indication of direction and distance. The concertgoers and musicians understood the message immediately at first sight.
The result: once you have McDonald's on your mind, you will soon have it in your belly.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Scholz & Friends
Art Director
Christian Wellhäußer
Renato Valim
Teresa Kilchytska
Chief Creative Officer
Matthias Spaetgens
Copywriter
Benjamin Waldt
Creative Director
Benjamin Waldt
Editor
Felix Waschinski
Photographer
Torsten Roman
Agency Producer
Tino Schulz
Account Manager
Justina Jähn
Katharina Otzen
Managing Creative Director
Jens Petter Waernes
Christian Kroll
Managing director
Steffen Behrends
Marketing manager
Stephanie Vittoria Jaeger
Senior Director Marketing
Jörn Winkler
Visual Director
Daniel Klessig
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