Macca’s Reimagines Iconic Tagline In New Summer Campaign Via DDB
Fresh from last weekend’s Australia Day campaign, McDonald’s has unveiled a similar iteration, this time celebrating the Australian summer.
The work of incumbent creative agency DDB, the campaign replaces the iconic catchphrase of “I’m loving it” to “I’m lovin’ Summer.”
To accompany this new line, the iconic golden arches were used to create a suite of summer inspired icons. From flippers to thongs, Soft-Serves to buckets, snorkels to surfboards, and everything in-between, the arches were incorporated into graphics representing all things summer.
The campaign will appear across large format OOH, packaging, social and merchandising. Check out some of the creative below:
CREDITS:
Client: McDonald’s Australia
Product: Summer 2018/2019
Title: I’m Lovin’ Summer
MCDONALD’S AUSTRALIA:
Head Of Marketing – Jenni Dill
Director of Marketing – Jo Feeney
Group Brand Manager, Marketing – Amanda Nakad
Brand Manager, Marketing – Nichole Tsiros, Channa Goonesekara
DDB SYDNEY:
Chief Creative Officer: Ben Welsh
Executive Creative Director: Tara Ford
Creative Director: David Joubert
Art Director: David Joubert
Art Director: Becca Duggan
Copywriter: Fee Millist
Senior Designer: Ramon Rodriguez
Illustrator: Ramon Rodriguez
Managing Director: Priya Patel
Group Account: Director Lisa Hauptmann
Senior Account Director Andrew Inman
Senior Account Manager: Catherine Cumming
Planning Director: Annabelle Rogers
Chief Strategy Officer: Leif Stromness
MEDIA: OMD
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