MCDONALD'S / Welcome as you are
During the Paris 2024 Olympics, 15 million tourists are coming to France.
So to welcome them and make them feel at home, we imagined the Welcome as you are campaign.
Because there is a place everyone is going to meet whatever their habits: McDonald's.
And one commun thing people all around have is that nobody says McDonald's.
As in France we say McDo, in the US it's Mickey D's, Makudo in Japan, Macca's in Australia ...
CASE STUDY
FILM (French) :
FILM (English) :
PRINTS :
For starters: McDonald's.
We also created prints for different nationalities with targeted insights.
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"Discover "the Grand Goûtu" (or Big Tasty)"
(litteral translation as Canadians often do)
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"This summer,
order a Happy Meal and receive a Joyeux Festin. (litteral translation)"
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"The 280 moose recipe.
Well. Original recipe."
(Moose is translated by "orignal" in French)
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"For the big hungers, we recommend the 280."
(Swiss for the number 80 is different than in France)
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"Open during nap time."
(Nap time is traditional in Spain.)
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"We also cook our fries 2 times, 1 time."
(Belgians have a language tic, they end some sentences by "1 time")
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"One "pan con tomate" please."
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"How to translate "gezellig" in French?"
("Gezellig" doesn't have a translation in other languages than flammish)
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"In France, tacos aren't what you expect. Luckily, our burgers are."
(In France, Tacos is the name of another dish)
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"It might not be your mamma's food,
but it still tastes like home."
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"Have you eaten?"
(Commun way to say hello in China)
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"Sausage with curry?
No, potatoes with curry."
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You say: "Um Big Mac."
We also say: "Hmmm Big Mac."
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"Origami, level 1."
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"Without your numbers, this burger would be called CCLXXX"
(Play between arabic and roman numbers)
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"We call it the Little Ranch.
Or Ranchinho."
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"Your Bento follows you everywhere."
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"We also know how to protect ourselves
from the sun."
And for the French, we brought 7 iconic products from the McDonald's around the world.
"McDonald’s recipes from around the globe are coming to France!
That’s right, no need to travel the world to enjoy specialities from Canada, Cyprus, Indonesia or the Philippines.
This summer, taste the world with McDonald’s!"
"The floating island, the Filipino way."
(by McDonald's Philippines)
"Greek flavour all wrapped up."
(by McDonald's Cyprus)
"A maple sirop burger?
Wonder where that comes from."
(by McDonald's Canada)
"Indonesia's freshest volcano."
(by Mcdonald's Indonesia)
"Forget about the haka, taste the hoki."
(by McDonald's New Zealand)
"Just landed in France, America's hottest Chinese sauce."
(by Mcdonald's USA)
"Forget about tea and biscuits."
(by Mcdonald's UK)
CREDITS :
Agency : DDB Paris
Executive Creative Director : Alexander Kalchev
Creative Directors : Delphine Tabutin / Mélanie Pennec
Copywriting : Lucille Ortega
Art Direction : Nicolas Malcorps
Accounts : Annaelle Rivoal / Louise Cassola
Director : Bradley & Pablo
Production : La Pac