The 100% meatless “Meat”-magazine

Agency: DDB


Objective: For the 2010 launch of McDonald’s Veggie Burger, develop outstanding media ideas that are specifically targeted at nutrition-conscious young adults.
Concept: In order to convey the message “100% vegetarian” as clearly and uniquely as possible, we chose a well-known Austrian culture magazine called “Meat“ – and literally stripped it of the meat: From cover to cover, we crossed out every single mention of the word “meat” with thick green bars. On the magazine’s wrapper, we printed a lofty “Ode To The Meat” that lead over to the new Veggie Burger.
Target audience: Nutrition-conscious young adults.

This professional campaign titled 'The 100% meatless “Meat”-magazine' was published in Austria in June, 2011. It was created for the brand: McDonald's, by ad agency: DDB. This Direct medium campaign is related to the Food industry and contains 1 media asset. It was submitted about 13 years ago.


Advertising Agency: DDB Tribal, Vienna, Austria
Chief Costumer Officer: Eric Schoeffler
Creative Directors: Eric Schoeffler, Sebastian Kainz, Hannes Böker, Werner Celand
Senior Art Director: Dietmar Kreil
Copywriter: Sonja Minar
Etat Director: Philipp Krumpel
Account Manager: Marisa Somera



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