With a new series of four films, McDonald’s Germany continues its established “All das” platform, translating the recent VAT reduction into relatable everyday moments. Developed by Scholz & Friends and directed by Kay Kienzler, the campaign builds on the idea that even small financial changes can enrich daily life, particularly in situations already defined by familiarity, enjoyment and shared routines.
At the same time, the well-known “All das” universe expands with a new narrative layer. Familiar settings evolve through lively dialogue and precisely observed interactions, allowing the stories to unfold naturally. Particular attention was given to the casting, whose authentic presence grounds the scenes and lends them a natural sense of immediacy. The result is understated, humorous storytelling in which the price advantage becomes part of the narrative rather than its central message.
The films take place in shared apartments, around restaurant tables and in family homes, revolving around products such as the Happy Meal, Big Mac, McSmart Menu and the Bonus booklet. Enjoying a meal at McDonald’s is already embedded within these situations; the added value simply enhances the experience. The benefit of the VAT reduction reveals itself through subtle reactions, dialogue and carefully timed comedic moments.
Shot by cinematographer Mario Krause, the films adopt an observational visual language that stays close to people and their environments. Much of the storytelling unfolds through gestures, glances and quiet pauses. Kay Kienzler’s direction embraces this restrained approach, allowing the humor to emerge organically from the rhythm of the scenes.
The campaign world is complemented by photography from Frederike Wetzels as well as social-first formats created by Yevhen Zhornyk, resulting in a cohesive visual narrative across film, photography and social content.
For the production, Abelone Films placed particular emphasis on precision and authenticity. The work connects the tangible customer benefit of the VAT reduction with situations that feel natural and seamlessly integrate into the established “All das” universe. Casting was realized in collaboration with Matheis Casting.