Together with Abelone director Magnus Härdner and Scholz & Friends, Abelone Films presents a fresh perspective on everyday connections in the new McSmart Snacks campaign for McDonald’s Germany: a heartfelt tribute to the small “All of This” moments and the power of being together.
The campaign concept and scripts were developed by Scholz & Friends with the goal of creating something honest and relatable. Directed by Magnus Härdner and produced by Abelone Films, the campaign places naturalness at the heart of the storytelling.
At its core, the campaign shows how McSmart Snacks bring people together – highlighting the small moments of everyday life. Whether it’s a quick snack after work, a spontaneous meetup with friends, or a short moment to yourself, the new McSmart Snacks remind us that joy can often be simple and delicious.
The campaign includes four main 20-second films for TV, complemented by shorter edits for digital platforms, social media, and CTV formats like Amazon Prime. Each spot captures a fleeting yet familiar moment – real-life scenes reimagined with warmth and authenticity.
To bring this vision to life, Abelone Films collaborated with Swedish director Magnus Härdner, known for his charming and natural storytelling style: “It’s refreshing to step back and do things differently. You don’t need to overdo it. The real magic happens when people see themselves in what they’re watching.”
The films were beautifully shot by cinematographer Andreas Johannessen (XO MGMT, Sweden) in Cape Town. Maintaining the energy created on set was also crucial during post-production. Dominic Phipps, digital colorist at Company 3, ensured the natural look was preserved while emphasizing the warmth of the visuals.
In parallel, photographer Frederike Wentzel captured the campaign’s atmosphere in expressive stills, conveying the playful spirit of the films. Additionally, Abelone talent Yevhen Zhornyk joined the shoot as part of a social media unit to produce extra “snackable content” for digital channels.
With the tagline “All of This”, McDonald’s gently reminds us that life’s best moments often happen in the small in-between moments: sharing a snack after the football match, enjoying fries with colleagues at the office, or laughing with friends at the bus stop. McSmart Snacks captures exactly these moments – inviting us to savor them consciously.
