MCDONALD’S PRESENTS: GOOD TIMES ISLAND
2018 2x GOLDEN GIRAFFE & BRONZE EFFIE WINNER
ROLE DESCRIPTION: Campaign Concepting, Art Direction.
BACKGROUND: McDonald’s had a new theme ‘Always Open for Good Times’, which is all about creating memorable, spontaneous & joyous experiences. We needed to sell the big Summer campaign to promote McDonald’s Summer menu. After months of multiple teams working on it without success, it finally came to me around the boardroom table - only to be elevated beyond my wildest dreams thanks to Darre van Dijk and an ambitious client.
THE IDEA: Dutch summers suck. But what if we could create the ultimate summer destination, so that people didn’t feel the need to leave… but could instead stay and enjoy the McDonald’s Summer menu?
MY ROLE: Once the concept was sold, it was my job to Art Direct everything from the website, to the restaurant abri’s, to the island itself.
OUTCOME: Good Times Island sparked a summer filled with spontaneous moments. Leading to a continuous stream of engaging social content.
Effie Awards:
“With Good Times Island, McDonald's surprised the whole of the Netherlands. A tropical island in our little country paired with the ultimate summer feeling with McDonald's. One idea, integrated from mass reach to personal relevance, thanks to an impactful creation, engaging content and a highly effective cross-media approach. For the first time, an activation on the water attracted large numbers of visitors to McDonald's restaurants to indulge in summer and enjoy the summer menu. Around 2.7 million extra visitors in 3 months led to a sales growth of 11.5%. McDonald's enjoyed the most beautiful summer ever.”
“With the Good Times Island, McDonalds offered 'spontaneous moments of happiness' in an ultimate holiday setting for the large group of Dutch people who stay at home during the summer. On the tropical island, located in Markermeer, a total of 38 personalized events took place during three months.
The result: 96% of all Dutch people were reached with communication about Good Times Island in the summer, the campaign website was visited more than 333,000 times and 34,899 people registered to win a visit to the island.”
LAUNCH TVC
OUTDOOR AND IN-STORE PRODUCT MOCK-UPS BY JOSUA DE VILLIERS
OUTDOOR AND IN-STORE PRODUCT EXAMPLE
CASEFILM
TEAM:
Josua de Villiers - Art Director, Max Kurstjens - Copywriter, Dennis Baars - Creative Director, Erik Falke - Creative Director, Darre van Dijk - Chief Creative Officer, Peter Burger - Producer, The Set Company - Island Creators