McDonald´s: Say it with M

“Say it with McDonald’s” is the new campaign for McDonald’s that was launched in Colombia, hand in hand with DDB Colombia. This is a campaign that seeks to connect with Colombian consumers.The McDonald’s brand is within the top 10 most recognized symbols in the world, and it also has the power to awake people’s positive emotions. This is what motivated us to look beyond, so the brand image would be the campaign’s focal point in order to transmit those “Feel-good moments” lived within family and friends, which are a reflection of the McDonald’s experience in a totally surprising and unexpected way.

The agency came to the conclusion that those good moments generated with McDonald’s could be expressed with its products’ packaging in a unique, fun and less evident way for the consumer. This is why -hand in hand with renowned advertising photographer Ale Burset- we captured that “second right before the next one” in order to build words that would express emotions, moments and situations that instantly connect you with the brand.

However, was it going to be possible to do it without modifying the original packaging? The answer is, yes. Inspired by life’s daily moments and its spontaneous imperfections, we found the perfect angle that reflected that good moment in a word through a cared-for photography art direction with scenarios and a casting that reflected the current situation, trends and multiculturalism in order to create a campaign that would connect with the consumer from beginning to end.

“Say it with McDonald’s” speaks for itself in order to provoke interpretation among spectators and generates a surprise effect when reading: Yummy, Crush, Brunch or B-Day. These are some of the photographic executions of a campaign that consumers will see in exteriors, bus stops and billboards of Colombia and the region’s main cities. The campaign will also be adapted to the brand’s digital channels, and a wide media plan has been considered in order to unexpectedly and smartly show that all good moments are in McDonald’s, like it hasn’t been previously done.