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.


  • Client: McDonald’s Australia
    Product: Summer 2018/2019
    Title: I’m Lovin’ Summer
    Head Of Marketing – Jenni Dill
    Director of Marketing – Jo Feeney
    Group Brand Manager, Marketing – Amanda Nakad
    Brand Manager, Marketing – Nichole Tsiros, Channa Goonesekara
    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

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