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Everyone saves for something

Agency Network: 
Published/Aired: 
October 2010
Like
31
Views
14667

Description

Ambient advertisement created by DDB, Hungary for McDonald's, within the category: Food.

Advertising Agency: DDB Budapest, Hungary
Chief Creative Officer: Peter Tordai
Group Creative Heads: Rodrigo Fernandes, Laszlo Hevesi
Art Directors: Carlos Ramas, Rodrigo Fernandes
Copywriters: Giovanni Pintaude, Zsuzsa Rakosi, Laszlo Hevesi
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Highest Rated

manumartin5's picture

intellectual ad definitely works for your appetite.

manumartin5
Activity Score 1194
Art Director at Infinity Advertising Services Pvt. ltd.
Guest's picture

GOOD~~~

Guest
jackmancer2017's picture

Mwah, so so idea, nice use of packaging but it makes no sense, you're not saving on money while spending it. Bravo if they do somehow convince their *target audience of that though.

*which might be easy since eating at McDonald's isn't exactly an intellectual act.

jackmancer2017
Guest's picture

Do you eat for an intellectual act? You just eat cause you're hungry! and if you save much more better!

Guest
jackmancer2017's picture

See people, look at this, this is the problem. You do not eat JUST because you're hungry. I don't know if I should start to explain the obvious here.

jackmancer2017
CuriousPencil's picture

Please, do explain the obvious, because what I get from this campaign is that it's a damned near-perfect sleight-of-mind.

1) The creatives here sidestepped The Obvious, which would be a tired 'bring a friend' or 'double-up fun' yawn of campaign that would cheapen the product, lowering its value both monetarily and in terms of 'Want'.
2) They *beautifully* paired a 50-cent product with high value items, like scooters and shoes.
3) Their stroke of genius was to get the involvement of the high-end brands, who willingly elevated the perceived value of a low-end foodstuff through simple association.
4) They implanted the idea in the audience that they weren't spending, they were saving. That they weren't only feeding their stomachs, they were feeding their bank accounts. That they were being responsible through an irresponsible waste of money.

I can't fault this campaign, really. It's Up There.

And I would dearly like you to explain 'The Obvious' I'm so obviously missing.

CuriousPencil
Activity Score 4225
Copywriter
CuriousPencil's picture

Oh and

5) They get their product wrapping to set Pavlov's bells ringing in unexpected places - people all over the city will look at shoes and be hungry - come ON that is genius. Give them whatever prizes they want, this is golden. And I say that as a 22-year vegetarian who loathes everything McDonald's represents.

CuriousPencil
Activity Score 4225
Copywriter
manumartin5's picture

intellectual ad definitely works for your appetite.

manumartin5
Activity Score 1194
Art Director at Infinity Advertising Services Pvt. ltd.
Guest's picture

I wish you would be my creative director... no, seriously.

Guest
jackmancer2017's picture

I doubt you'd want that ;p

jackmancer2017
Guest's picture

I hope you got the sarcasm there

Guest
Guest's picture

Hahahaha... you're hateful jackmancer

Guest
Guest's picture

try to get a job first. we'll talk then.

Guest
Guest's picture

He's right, have you seen his book?

Guest
Guest's picture

I save money every time I compare prices. There are basic human needs we all have to fulfill. I will not avoid eating because I would like to save some... I will eat, but I will buy for myself a cheaper food instead. Something that fits to my budget.

Guest
morse's picture

Really nice idea if people could see these packed products everywhere. Makes me hungry. :)

morse
Activity Score 18121
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Guest's picture

just love it

Guest
Roshan Quintus's picture

love it

Roshan Quintus
Activity Score 667
Saatchi & Saatchi - Sri Lanka |

bite me

shortafella's picture

that s a cool campaign. bravo!

shortafella
Activity Score 1063
Copywriter at GRAFFITI BBDO |

http://www.behance.net/shortafella

DBB's picture

very good !
im lovin it..

DBB
Activity Score 1216
Guest's picture

I soooo hate McD and junk food. But they spend a lot on ads.
And I didn't even realize it took place in Hungary until the (West) end :)
Have to admit: nice thinking.

Guest
velle's picture

gimme a truckload of those cheezburgers :)

velle
Activity Score 1550
Copywriter
bknowlden's picture

Great idea, terrible case study. It made me want to save for a gun, and a bullet...

bknowlden
Activity Score 3647
Art Director |

--
brandon

www.brandonknowlden.com

visualsurgeon's picture

The award is wrapped & ready for this campaign.

visualsurgeon
Activity Score 86
Art Director
s1bs's picture

good stuff!

s1bs
Activity Score 397
Art Director at Saatchi &Saatchi, Cape Town
manumartin5's picture

"Everyone saves for something" cool line. Definitely clear cut communication for marketing point of view.

manumartin5
Activity Score 1194
Art Director at Infinity Advertising Services Pvt. ltd.
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