Better side of winter

Client:

McDonald's

360° art direction

Year:

2022

Team

Jakub Przeszłowski, Marcin Schmidt, Jan Cieślak, Mikołaj Hałabuda

Background

Winter in Poland is cold, like people don’t leave their homes cold. To spread warmth every holiday season McDonald’s releases it’s Lumberjack Burger – it’s kind of a big deal. Every year with burger premiere McDonald’s is organizing special, winter themed event in one of their polish restaurants. That year Poland dealt with raging inflation that made moving sales goalpost much more difficult.

Scope

That campaign was my starting point at agency: I was introduced to McDonald’s design principles working on merch print and patterns proposals and spreading it to printed and digital collaterals.

Outcome

We went ahead with warmth metaphor: sing an army of knitting grandma’s we wrapped McDonald’s restaurants in giant sweater inviting everyone to share their experience either in person or in form of virtual tour. We released knitting tutorials utilizing dozens of polish DIY influencers and partnering with VOGUE to premiere campaign merchandise in fashion photoshoot.

Despite inflation and "belt tightening", we maintained last year's record-high sales volume selling almost 15 million Lumberjacks!(+1.4% vs. LY) with 20,000 fans participated in event. We gave away 15,000 elements of the Lumberjack collection in the application.

Angle

The promise of Drwal is to bring the "better side of winter" - not only on the product level, but also by providing positive winter experiences. In this turbulent year, we were looking for the soothing side of winter. So we found the coziest SYMBOL OF WINTER WRAPPING - knitted sweater and built an unconventional narrative around it. Basing the communication on an experience full of positive emotions was aimed at convincing consumers to reach for Drwal despite limiting their spending.