Macca's tweaks iconic tagline to celebrate Australian summer

30 January 2019

Advertiser: McDonald's
Creative Agency: DDB Sydney
Media Agency: OMD Sydney

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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

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