McDonald’s alters tagline to ‘I’m lovin’ Summer’ in outdoor campaign
Fast food giant McDonald’s has temporarily changed its tagline from ‘I’m lovin’ it’ to ‘I’m lovin’ Summer’.
In a series of outdoor ads, McDonald’s has also transformed its iconic ‘M’ to surfboards, buckets, ice-cream, flippers, thongs and a snorkel.
One of the outdoor executions
Created by DDB Sydney, the campaign is running on social, outdoor and on its packaging.
The campaign is set to end at the conclusion of January.
The new ads come nearly one year after McDonald’s shifted its PR account back to Mango Communications, consolidating its creative and PR account with DDB.
Meanwhile in May last year the fast food chain celebrated 50 years of the Big Mac in a campaign which revisited the past five decades.
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
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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