Client
McDonald’s
My Role
- Concept
- Art Direction
Media
- Integrated
Other People
Sebastian Pańczyk. dir
Studio Pigeon. animation
Zuza Duchniewska. ecd
- Mateusz Gaca. cw
Agency
- DDB Warsaw
Date
- December 2019
TV Commercial
We started our campaign by launching a tvc set in a traditional tree market. A small boy is trying to find the perfect tree along with his family. But perfect doesn't need to mean the same to everyone.
Interactive book
During Christmas, we included an interactive book with every Happy Meal. This book depicted the story of the hero of our tvc. Not the boy, but the little tree. How he was bullied, and how nobody wanted him because of his size. Until a boy found him to be perfect as he was. The title: “The great story of the little Christmas tree".
This interactive book came to life thanks to McDonald's app. After placing the smartphone on the placeholder at the end of the book, every chapter was enhanced by a specially tailored sounding animation.
Animated film
Additionally, and for those who couldn't obtain the physical book, we created a full length animated film which told the story of our little Christmas tree.
Clearance bar
Another leg of this campaign could be seen at McDonald's restaurants. During Christmas time, we customised every McDrive clearance bar with the message “We welcome Christmas trees with families."
Making-of
Due to timing, we had to create tv commercial, book and animated film at the very same time. That was a big production challenge, as once we made a decision regarding the tvc (e.g the colour of the kid's beanie), we had to address it in all other channels.
Results
All 60.000 copies of our interactive book were given out in less than 2 hours in every restaurant nationwide. And we racked more than 8 million views on Youtube. Seems like everybody found our little Christmas tree perfect as he was.