McDonald’s Norway: Take Away Your Take Away

From iconic packaging to iconic trash - McDonald's Norway takes ownership of the littering problem by showcasing the ugly side of their packaging and encouraging customers to make sure that their trash ends up in the trash can. Research shows that take away packaging is the third largest source of littering in cities, and as the country's largest takeaway restaurant, McDonald's Norway is a substantial part of the problem. McDonald's trash that ends up in the street is very noticeable with its well-known logo. In a new advertising campaign developed by NORD DDB, McDonald's takes ownership of this problem. With the message ‘Take away your takeaway’, the restaurant chain encourages all McDonald’s lovers to make sure that their trash ends up in the trash can. Photos of McDonald’s trash lying around in the streets of Oslo, captured by the photographer Jói Kjartans, are shown in print, social media, OOH displays and McDonald’s trays in order to reach as many customers as possible. Trash cans have been placed next to OOH displays, in order to let the iconic McDonalds arches guide the trash to where it belongs. The campaign also includes a commercial shown on TV and online.