Summer can be a song, an improvised trip, or a flavor. Summer can be many things, and all of them for each person. On that premise, that there are many summers within the summer, has built McDonald’s Spain The campaign with which he invites consumers, especially the youngest, to have their products to enjoy the unique moments offered by the summer period.

“The essential summer”, Issued by the Agency Tbwa Spain, He is inviting to celebrate the rituals and sensations that make each person’s summer. The campaign, activated at the beginning of July, was presented with a piece of high visual invoice that, precisely, refers to summer elements, such as the afternoons in the pool, the enjoyment of the beach, the afternoons next to the fan or meetings with friends on the terrace of a bar.

The hamburger chain expresses the idea by resorting to three influencers and content creators: the streamer Plex and the singer Ana Mena and another figure that is yet to be revealed. All of them have shared with the brand what they consider that it cannot be missing in their summers: travel, in the case of the first; or tranquility and calm, in the case of the second.

The protagonists, in addition, have shaped their own menus, following the commitment of McDonald’s over the last years for launching products and Celebrities custom menus or known characters. An initiative that has been worked at the concept of “Famous Orders”, and that in our country found one of its maximum expressions with the menu devised by the Aitana singer in 2021.
The strategy has also been explored by other players in the category, among others, Burger King with “The Grand King”, starring the creators of Content Lola Lolita, Roro, Ceciary and Djmariio.

Thus, the “Traveler Menu” has been created with Plex, which as a novelty includes a seasoning for hamburger or the new pistachio mini McFlurry, an option available in markets such as Italy or Netherlands. As the company said in a statement at the time of launch, it is a menu “Inspired by Plex’s passion to discover new corners of the world”, And seek”is designed for those who see summer as an adventure”

For its part, by Ana Mena’s hand, the “Relax Menu” has been created, which is committed to McPollo with Bacon and Cheese, McNuggets with buffalo sauce. Communicates with a piece that invokes the imagination and The dreamlikehighlighting the consumption experience in the company’s restaurants and options such as McAuto.

A platform for summer

“The essential summer” works a double intention for the brand. Although, on the one hand, Promote new products and menus Available in restaurants, it also raises the message and links the brand with the Summer sensations and emotionsas well as the prescribers Selected, which are reference figures among the youth audience that McDonald’s seeks to impact.

“The essential summer “is not just a combination of products, it is an emotional platform with which McDonald’s reaffirms its connection with the new generations and its commitment to offering different, authentic and memorable experiences”, Said the company in a statement.

That is why from TBWA Spain they do not understand “the essentials of summer” as a campaign, but as a conversation with consumers. “It is the McDonald’s platform for the summer, which we invite celebrities to co-create, fans to share experiences and with which we will tell different stories”, Argues Paulo Areas, Chief Creative Officer of the Agency, in statements to Reason.WHY. In this sense, it will be developed throughout the summer months and will compose various declines and executions in different formats.

At the strategic level, the platform is designed to Raise the brand. Areas points out that the role and presence of McDonald’s were overshadowed by celebrities, and with “the essential summer” a different relationship is sought, a coexistence. “We have added a brand construction layer, looking for a more interesting exchange between McDonald’s and the creators and enhancing their independence, but also strengthening co-creation and mutual contribution of value ”points areas.

Raising with the craft

That is precisely what has been sought to convey through a craft that the producer has worked Rebolucion and the director Martin Piroyanski. “They asked us for a different approach, with special pieces based on the protagonists”, Ramón Corominas, partner and executive producer of Rebolución tells us, in statements to Reason.WHY. “We have sought to get away from advertising aesthetics, and approach social networks codes and video clip”

The intention has been, at all times, to embrace a Visual language with which the target audience of the campaign is familiar, evoking the universes of social networks. And at the same time that each piece has been endowed with differential personality, together they all reflect what summer is and can be, according to McDonald’s, and the experiences associated with the summer period.

To evoke these emotions, different sets have been chosen with the intention of creating the scenes in the most organic way possible and, in this sense, that visually the composition will result realistic and identifiable. This is achieved, as they consider from the producer, a link of McDonald’s with the unique moments to which the campaign alludes and contributes to build the Invitation to enjoy of the summer, taking off from the simple product promotion.

The campaign, however, has not been exempt from challenges. For agenda reasons the filming had to be done in six non -consecutive days, and the decorations have meant an important, but fructuous effort by the part of the Art Departmentled this time by Eric Dover.
“The main challenge has been to bring that world of social networks, of mobile phones and the internet to the organic; Transmit that feeling of being recording a video for Tiktok or a video clip, but I think we have achieved a good result that resonates with the audience”, Says Ramón Corominas.

The craft, as well as the tone of the campaign, have been present from the moment of ideation. “All details and different pieces for the multiple channels have armed themselves so that the brand and attributes, such as its internationality, consumption experience or product quality, are perceived and stand out”Says Paulo Areas.