“Always there for you.” McDonald’s Germany celebrates the “I love it” feeling with the new brand campaign, in which McDonald’s Germany plays with its iconic products: the Big Mac, the red fries packaging, McDrive, McFlurry or McCafé – who doesn’t know them? This, paired with the tried-and-trusted slogan as valid as ever, “I love it”, sparks emotions and brings back memories.
McDONALD’S: “McDonald’s has been there for its guests in Germany for almost exactly 50 years – in good times and in not so good times. And that in a very diverse way, just the way the situation of its guests requires it in each individual moment. The company has found new ways again and again to always stay up-to-the-minute; over the past years, for example, by introducing its McDelivery service or mobile ordering and payment with its McDonald’s app. Whether young or old, early or late, comfortably seated at the table or on the go – the brand campaign shows that the company has the right products for every guest at any time.”
Cecil ARP c/o EMEIS DEUBEL was commissioned by Markenfilm to photograph the campaign motifs presented here in parallel to the TVC production for McDonald’s in Berlin.
“There is hardly anyone who doesn’t have their very own special, personal McDonald’s moments,” says Jörn Winkler, Senior Marketing Director at McDonald’s Germany. “These emotional moments are the key element of the campaign. Which is why we have decided to rely on the global company slogan “I love it”, which was created in Germany, and reinterpret it in a new and contemporary way. “The brand campaign #iloveit is running until 18 October. The entire campaign was conceived and realized by McDonald’s lead marketing agency Leo’s Thjnk Tank, and responsible for the brand films was Markenfilm Hamburg together with Director Nico Beyer.
