I’m lovin’ summer: Macca's has tweaked its iconic tagline to celebrate Australia's favourite season in a bold outdoor push.
Macca's has tweaked its iconic tagline to celebrate Australia's favourite season in a bold outdoor push.
The campaign, by DDB Sydney, recognises that Australia is famous for its summers and aims to continue Macca's positioning as an integral part of the season.
As the temperatures rose, “I’m loving it” became “I’m lovin’ Summer".
To accompany this new line, the iconic golden arches were used to create a suite of summer inspired icons.
From flippers to thongs, soft-serves to buckets, snorkels to surfboards and everything in-between, the arches were incorporated into graphics representing all things summer.
The “I’m lovin’ Summer” icons runs across large format OOH, packaging, social and merchandising.
Credits
Client: McDonald’s
Australia Product: Summer 2018/2019
Title: I’m Lovin’ Summer
MCDONALD’S AUSTRALIA: Head Of Marketing – Jenni Dill
Director of Marketing - Jo Feeney
Group Brand Manager, Marketing - Amanda Nakad
Brand Manager, Marketing – Nichole Tsiros, Channa Goonesekara
DDB SYDNEY: Chief Creative Officer: Ben Welsh
Executive Creative Director: Tara Ford
Creative Director: David Joubert Art Director: David Joubert
Art Director: Becca Duggan
Copywriter: Fee Millist
Senior Designer: Ramon Rodriguez
Illustrator: Ramon Rodriguez
Managing Director: Priya Patel
Group Account: Director Lisa Hauptmann
Senior Account Director Andrew Inman
Senior Account Manager: Catherine Cumming
Planning Director: Annabelle Rogers
Chief Strategy Officer: Leif Stromnes
Media: OMD
