McDonald's Print SIGHT by DDB Stockholm


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Industry Fast food
Media Print, Magazine & Newspaper
Market Sweden
Agency DDB Stockholm
Creative Director Magnus Jakobsson, Fredrik Simonsson
Art Director Lennart Claesson
Copywriter Mikael Ström
Illustrator Peter Danielsson
Released July 2011

Credits & Description

Category: Restaurants & Fast Food Outlets
Advertiser: McDONALD'S
Product/Service: CHEESEBURGER
Creative Director: Magnus Jakobsson And Fredrik Simonsson
Copywriter: Mikael Ström
Art Director: Lennart Claesson
Illustrator: Peter Danielsson
Account Manager: Charlotta Hård
Account Manager: Charlotta Hård
Other Credits: Se Separate List E-Mailed To You (All Names Could Not Fit In This Space)

English Translation of Main Headlines
Some truths are self-evident. Water is wet, the Pope is a Catholic, puppies are cute... and at McDonald’s Sweden, a Cheeseburger always costs 1 €.

Over time, the brains and senses of Sweden’s population have learned to register this simple cheeseburger-truth instantly.

But what really happens inside your body when you see a 1 € coin?
In this campaign, we decided to give a unique demonstration of the scientific link between money, perception.... and cheeseburgers.