Australia is famous for its summers; long, hot days spent enjoying the sun and the sea. Aussies can’t help loving it just as much as they love shortening words and tucking into Macca’s.
DDB Sydney has connected the nation’s favourite season with its favourite place to eat in this recently launched campaign. 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 has cemented McDonald’s position as an integral part of the Aussie Summer. The ads appeared across large format OOH, packaging, social and merchandising.
Source: Campaign Brief