Red Dot Design Award
Image Campaign

Forest of Fries

Forest of Fries | Red Dot Design Award

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There are countless “alternative facts” about McDonald’s. But how to refute fakes that are more spectacular than facts? By harnessing the power of lies to convey the truth. Attention-grabbing myths, as universally accepted as they are brand-specific, accompanied by a simple sentence: Don’t believe everything you hear! The campaign was launched in cinemas, Out of Home and online. Centre of the communication was the film “Forest of fries”, about a famous myth about McDonald’s quality. The fries of McDonald’s are made out of wood and sawdust. It all directed people to the new quality hub and, in the end, told the truth about McDonald’s.

Red Dot Design Award

Credits
  • Client:
    McDonald’s Deutschland LLC, Munich, Germany
  • Design:
    Leo Burnett Germany, Frankfurt/Main, Germany, thjnk ag, Hamburg, Germany
Forest of Fries | Red Dot Design Award
Forest of Fries | Red Dot Design Award
Forest of Fries | Red Dot Design Award
Forest of Fries | Red Dot Design Award