Image Campaign

Forest of Fries

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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.

Credits
  • Client:
    McDonald’s Deutschland LLC, Munich, Germany
  • Design:
    Leo Burnett Germany, Frankfurt/Main, Germany, thjnk ag, Hamburg, Germany