Zieh Mecces ab!

client

McDonald's

industry

Food + beverage

Built around the feeling of summer as a reward, the campaign positioned McDonald’s as a destination for spontaneous indulgence and excitement. Bold visuals and a sticker-based prize mechanic transformed everyday purchases into uplifting summer moments.

process

To push the mechanic beyond promotion, we developed a broader summer world rooted in lightness, energy, and playful anticipation. Social, activation, and campaign assets were designed to feel connected through one cohesive seasonal experience.

Shoot + production prep

Packaging design

Point of sale

A colorful cup featuring playful designs sits against a light blue background.
A colorful cup featuring playful designs sits against a light blue background.
A pile of colorful paper cups featuring cartoon-like characters and designs.
A pile of colorful paper cups featuring cartoon-like characters and designs.
Two colorful cereal boxes on a light blue background, featuring playful graphics and branding.

social concept

Wer zieht Mecces ab?! - A playful social content series supporting the campaign with humor and self-irony. Following intern Mark’s misguided investigation, the format added authenticity, entertainment, and a relatable social twist.

A collage of colorful stickers featuring food items, drink logos, and playful designs scattered on a light background.
A collage of colorful stickers featuring food items, drink logos, and playful designs scattered on a light background.
A colorful menu featuring a burger, fries, and drinks against a bright yellow background.
A colorful menu featuring a burger, fries, and drinks against a bright yellow background.

credits

[Agency] Scholz & Friends

[Art] Frank Lauppe, Frank Fahning-Jensen, Nadine Gottwald, Linh Chi Nguyen
[Copy] Alex Crosland, Anna Walchhofer

[Illustrator] Linh Chi Nguyen