Small Changes. Big Difference. Still The Same Macca's.
An award winning ad campaign for McDonald's focussing on sustainability.
*See page end for creative script.
Digital Mock Up - Adobe Illustrator
McDonald's Australia Rebrand - Adobe Photoshop and Illustrator
*Script - Creative
Our insight identifies that consumers feel guilty when their purchases don’t align with their values and this is causing our target audience unprecedented levels of eco-guilt.
Eco-guilt is felt when a person realises that their actions have negatively affected the environment, and we try to avoid this by changing our buying behaviour.
Research shows, that the best way to reduce eco-guilt is through pride, so we want eco-conscious consumers to feel proud to come to Macca’s.
Past campaigns have tried to use guilt to change consumer behaviour, but they’ve failed. No one likes to be made to feel guilty, and we can act defensively as a result.
So, for our big idea, we want Aussies to feel proud about their Macca’s.
We were the first country in the world to open McCafé and the only country in the world to call McDonalds Macca’s.
We are proud of these achievements, and we are proud to be Australian, and if pride is a moderator of eco-guilt, then it makes sense to use a pride appeal.
Following on with this patriotism, we are going, green and gold - these are the colours we wear when we are cheering on our sporting team.
We are changing our name from McDonalds to Macca’s - this is the place we go with our mates, to grab a fast and delicious meal.
But what are we doing that’s sustainable?
Arguably the most iconic symbol of Macca’s is the golden arches. But we want that too. They are going green and gold. But our arches will be solar powered. 980 green and gold arches powered entirely by the energy of the Australian sun. It makes you feel proud doesn’t it?
But what about the future? From now on, all new Macca’s playgrounds will be environmentally themed and made entirely from recycled materials. They will educate future generations on the importance of sustainability and also help to future proof the Macca’s brand.
These new generations are no doubt going to be pushing climate action as hard as Greta Thunberg, and we need to be prepared.
The essence of the campaign and the basis of our sustainability push is summarised by the slogan: Small changes. Big difference. Still the same Macca’s. So, let’s unpack this and explore its meaning. Next speaker.
Example of proposed children's playgrounds - Playgrounds were found on Google and signage and shadowing was added.
