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Everyone saves for something

Agency: 
Published/Aired: 
October 2010
Description: 

Ambient advertisment created by DDB, Hungary for McDonald's, within the category: Food.

Advertising Agency: DDB Budapest, Hungary
Chief Creative Officer: Peter Tordai
Group Creative Heads: Rodrigo Fernandes, Laszlo Hevesi
Art Directors: Carlos Ramas, Rodrigo Fernandes
Copywriters: Giovanni Pintaude, Zsuzsa Rakosi, Laszlo Hevesi

Comments (25)

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Highest Rated

manumartin5's picture
manumartin5
Activity Score 1196

"Everyone saves for something" cool line. Definitely clear cut communication for marketing point of view.

Guest's picture
Guest

GOOD~~~

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Mwah, so so idea, nice use of packaging but it makes no sense, you're not saving on money while spending it. Bravo if they do somehow convince their *target audience of that though.

*which might be easy since eating at McDonald's isn't exactly an intellectual act.

Guest's picture
Guest

Do you eat for an intellectual act? You just eat cause you're hungry! and if you save much more better!

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

See people, look at this, this is the problem. You do not eat JUST because you're hungry. I don't know if I should start to explain the obvious here.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

Please, do explain the obvious, because what I get from this campaign is that it's a damned near-perfect sleight-of-mind.

1) The creatives here sidestepped The Obvious, which would be a tired 'bring a friend' or 'double-up fun' yawn of campaign that would cheapen the product, lowering its value both monetarily and in terms of 'Want'.
2) They *beautifully* paired a 50-cent product with high value items, like scooters and shoes.
3) Their stroke of genius was to get the involvement of the high-end brands, who willingly elevated the perceived value of a low-end foodstuff through simple association.
4) They implanted the idea in the audience that they weren't spending, they were saving. That they weren't only feeding their stomachs, they were feeding their bank accounts. That they were being responsible through an irresponsible waste of money.

I can't fault this campaign, really. It's Up There.

And I would dearly like you to explain 'The Obvious' I'm so obviously missing.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

Oh and

5) They get their product wrapping to set Pavlov's bells ringing in unexpected places - people all over the city will look at shoes and be hungry - come ON that is genius. Give them whatever prizes they want, this is golden. And I say that as a 22-year vegetarian who loathes everything McDonald's represents.

manumartin5's picture
manumartin5
Activity Score 1196

intellectual ad definitely works for your appetite.

Guest's picture
Guest

I wish you would be my creative director... no, seriously.

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

I doubt you'd want that ;p

Guest's picture
Guest

I hope you got the sarcasm there

Guest's picture
Guest

Hahahaha... you're hateful jackmancer

Guest's picture
Guest

try to get a job first. we'll talk then.

Guest's picture
Guest

He's right, have you seen his book?

Guest's picture
Guest

I save money every time I compare prices. There are basic human needs we all have to fulfill. I will not avoid eating because I would like to save some... I will eat, but I will buy for myself a cheaper food instead. Something that fits to my budget.

morse's picture
morse
Activity Score 17691

Really nice idea if people could see these packed products everywhere. Makes me hungry. :)

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Guest's picture
Guest

just love it

Roshan Quintus's picture
Roshan Quintus
Activity Score 667

love it

bite me

shortafella's picture
shortafella
Activity Score 1063

that s a cool campaign. bravo!

DBB's picture
DBB
Activity Score 1216

very good !
im lovin it..

Guest's picture
Guest

I soooo hate McD and junk food. But they spend a lot on ads.
And I didn't even realize it took place in Hungary until the (West) end :)
Have to admit: nice thinking.

velle's picture
velle
Activity Score 1550

gimme a truckload of those cheezburgers :)

bknowlden's picture
bknowlden
Activity Score 3647

Great idea, terrible case study. It made me want to save for a gun, and a bullet...

visualsurgeon's picture
visualsurgeon
Activity Score 86

The award is wrapped & ready for this campaign.

s1bs's picture
s1bs
Activity Score 397

good stuff!

manumartin5's picture
manumartin5
Activity Score 1196

"Everyone saves for something" cool line. Definitely clear cut communication for marketing point of view.

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