McDonald’s is moving beyond its iconic “I’m loving it” theme and goes sportive with a project that is not featuring its logo and name on every free spot. The company approached Stockholm digital agency Perfect Fools with a task to create an interesting brand communication campaign for smart and not-pushing promotion of the brand.
The project called Dreaming in Mono became the result of the collaboration. It includes 60-minute faux-documentary, which is split into seven chapters, which tells a story of Alain Duchamp, a downhill «monoskier». 36 years ago he didn’t manage to beat his major rival Hansi von Spitzmark, and now he is seeking for redemption by assembling winter sports enthusiasts and breaking the «dream record».
«The focus of the campaign is on McDonald’s guests and their stories and dreams, rather than on the brand or its products and the movie taps into the Nordic countries’ enthusiasm for winter sports,» says the official release. The false documentary was written and directed by Jens Jonsson.
The 7 episodes are being broadcast now on four TV networks in Denmark, Norway, Sweden and Finland — one episode per week (the first is already available to watch on the site). The developers of the campaign have also engaged Twitter and Facebook, and created Mono Madness, a viral mono-skiing game to test the users’ skill of sliding downhill.
The episodes, which are playing with prejudices and stereotypes of the Nordic people, can be viewed at the website of the project as well. There are also all kinds of information on the “team”, activities, teasers and downloadable things and a lot of other things.