McDonald's McDonald’s France

Lil' Problems

Agency: DDB Paris


In French, the word “petit” (little) is often seen as negative. “A little problem”, “a little cold”, “a little late” … “Little” is a euphemism, the announcement of something that is rarely positive.

Except at McDonald’s: Little Duos, the Little Menus et Little Treats, three new menus for a tiny price. The brand and its agency DDB Paris challenged themselves to give a positive meaning to the word “petit” (little).

For this campaign, McDonald’s and DDB Paris teamed up with Rudi Rosenberg to portray everyday moments. A little call from the bank! A little argument between your kids! The little piece that the plumber will have to change!

A new little campaign on-air on TV, VOL, radio, social media, and in all McDonald’s restaurants.

This professional campaign titled 'Lil' Problems' was published in France in March, 2023. It was created for the brands: McDonald's and McDonald’s France, by ad agency: DDB Paris. This Integrated medium campaign is related to the Food industry and contains 3 media assets. It was submitted about 1 year ago.


Advertiser: McDonald’s France
Advertiser supervisors: Xavier Royaux, Anne Lainé, Vanessa Sales, Clémentine TeissedreDalou, Lorna Fontybosch

Agency: DDB Paris
Chief Creative Officer: Alexander Kalchev
Executive Creative Director: Mélanie Pennec
Artistic Director: Jenna Haugmard
Copywriter: Julien Kosowski
Agency supervisors: Paul Ducré, Mathieu Bliguet, Annaëlle Rivoal, Coline Duprat
Strategic planner: Cédric Ledoux
TV production: Corinne Persch, Gaëlle de Pompignan
Sound Production: Nicolas Bruneau
Soundtrack supervisors: Cédric Boit, Clément Reynaud
Head of Sound: Marine Cremer
Print producer: Julie Pacton
PR Director: Anne-Marie Gibert

Production: Division
Director: Rudi Rosenberg
Producer: Charlotte Lepot

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