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McDonald's Case: Summer in Mc

Identity and External Campaign
2020

    Presentación Mc
  • Client: McDonald's
  • Project: Summer in Mc
  • Type: Identity and External Campaign
  • Data: 2020
  • Country: Argentina
  • Art Direction: Lucas Cladera
  • Technique: Vector, Photography and Video
  • Agency: Oxean
  • Agency References:

    Diego Caggiano (Director, Oxean)
  • References: Client

    Florencia Santucho Fernando Arango

    Florencia Santucho (Comunicaciones Corporativas, Arcos Dorados Argentina)

    Fernando Arango (Corporate Communications Manager MvDonald's)
  • Results: Large turnout at McDonald’s inns achieving presence and significance.

Presentation

Presentación Mastercard

*Project developed at the Oxean Agency. All material is the exclusive property of McDonald's.

Challenge

The McDonald’s Argentina client raised the need for a summer campaign and identity for its audience that goes on holidays to the coasts of Argentina, such as Pinamar, Cariló, Mar del Plata and other coastal cities. A large number of people visit the Argentine Coast during the summer every year and it is a good time for their presence and strengthen McDonald’s main audience, the family.

Development

From a claim: Summer in Mc. (2020 season) a summer concept linked to family fun and sports was developed which would be the axis of the entire campaign.

The identity was inspired by keywords such as summer, beach, surf and sun. A modern and fresh logo was raised. If we see in detail the logo has color variants to play in different contexts, something that summer, games and sports allow. Obviously the identity is supported by the main McDonald’s logo, but with a twist that breaks with the traditional world and it is more linked to playful situations.

In addition to an identity with a strong impact, strategic actions were proposed for the whole family located on the best beaches in Argentina. These actions, with an aesthetic style in line with the identity, were thought for kids and family. Games, sports on the beach and sea, events with singers, gifts and raffles were held.

Results

Great attendance at McDonald’s inns located at different points along the Argentine coast, achieving presence and significance. The image of family on summer vacations is linked to a strong concept that aligns all actions.