McDonald's - "McDonald’s Jingle Board (Munich)" by PHNX Awards 2023
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| Title | McDonald’s Jingle Board (Munich) |
| Agency | Scholz & Friends Berlin GmbH |
| Campaign | McDonald’s Jingle Board |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Date of First Broadcast/Publication | 2023 / 4 |
| Product | McDonald's |
| Business Sector | Restaurants & Fast Food |
| Story | The task McDonald's has restaurants all over Germany, also nearby classical concert halls. Hundreds of concertgoers and musicians flock to the performances every day, but McDonald’s is the last thing on their minds. McDonald's was looking for an idea that would lure this target group, which is rather reluctant towards fast food, to the McDonald’s restaurant. The idea Classical concert halls. Where everyone is obsessed with the notes of Mozart and Beethoven…and not the location of the nearest McDonald’s. Knowing that, we created: the Jingle Board. At first, an OOH with no branding and then: an ear worm worthy of a symphony. The Solution McDonald's positioned the Jingle Boards in front of Germany’s most famous and most visited concert halls. The very minimalistic OOH poster shows the musical note sheet of the world-famous McDonald's jingle "I’m lovin’ it" and a simple indication of direction and distance. The concertgoers and musicians understood the message immediately at first sight. The result: once you have McDonald's on your mind, you will soon have it in your belly. |
| Media Type | Outdoor/Out of Home |
| Senior Director Marketing | Jörn Winkler |
| Marketing Manager | Stephanie Vittoria Jaeger |
| Chief Creative Officer | Matthias Spaetgens |
| Executive Creative Director | Jens Petter Waernes, Christian Kroll |
| Creative Direction | Benjamin Waldt |
| Art Direction | Christian Wellhäußer, Renato Valim, Teresa Kilchytska |
| Text | Benjamin Waldt |
| Account Management | Steffen Behrends (MD), Katharina Otzen, Justina Jähn |
| Producer | Tino Schulz |
| Photography | Torsten Roman |
| Director, DoP, Cutter | Daniel Klessig |