| 标题 | What We Love |
| Brief | A young lad falls for his pretty next door neighbour. When he takes her to McDonald’s she’s very precise about her order: “A large Coke with lots of ice, and a Big Mac. But without pickles.” The hero is heartbroken when his friend moves away. Years later, as a student, he’s working part time at McDonald’s. Suddenly he hears a young woman’s order: “A large Coke with lots of ice, and a Big Mac. But without pickles.” They lock eyes. She smiles. What you love once, you never forget. |
| 广告公司 | Leo Burnett Germany |
| 广告战役 | What We Love |
| 广告主 | McDonald's |
| 品牌 | McDonald's |
| Posted | 11月 2016 |
| 行业领域 | 餐馆与快餐 |
| 剧情简介 | After decades of constant growth McDonald’s popularity in Germany has been stagnating for a few years now. The love in „I’m lovin’ it“ is not unconditional any more, in part because the brand was too focused on sales and put too little effort into brand building. To refuel a claim like „I’m lovin’ it“, there is no better day during the year than the day of love – Valentine’s Day. Following our motto „what you once loved, you never forget“, we wanted people to recall their love for McDonald’s on February 14th: with a heart warming commercial about two teenagers, who spent an unforgettable summer together and meet again after several years – all thanks to one very unique order. „What we love“ became the metaphorical arrow of love into the heart of our target audience: Within 24 hours it generated over 3 million views, 36k likes and close to 5k shares on Facebook alone. Additionally, many people commented very positively on the film and expressed their love for McDonald’s. That’s how we were able to relight the fire of the brand’s core „I’m lovin’ it”. |
| 首席创意官 | Andreas Pauli |
| 首席创意官 | Armin Jochum |
| 创意总监 | Joerg Hoffmann |
| 创意总监 | Michael Ohanian |
| 创意总监 | Sean Kirby |
| 文案 | Andreas Daum |
| 美术指导 | Till Rothweiler |
| 美术指导 | Viktor Kislovskij |
| 制作公司 | soup.film GmbH |
| 导演 | Matt Smukler |
| 广告公司制片 | Christian Hibbeler |
| 客户总监 | Alexander Wieland |
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