Australia’s summers are long and hot. This one had a late start but is making up for lost time with a series of heatwaves and so far, no end in sight. While elsewhere in the world – and especially in the UK and the US – people cringe and cower at the word, “heatwave”, Aussies love summer.

DDB is bonding Macca’s to Australia’s season with a campaign that changes the famous McDonald’s tagline, I’m loving it, to I’m lovin’ summer, and a series of posters that turn McDonald’s golden arches into the trappings of summer – thongs, flippers, soft-serves, buckets, snorkels and surfboards. 

The posters are across displayed large format OOH (including buses), packaging, social and merchandising.

Credits:

Agency: DDB Sydney

Chief Creative Officer: Ben Welsh

Executive Creative Director: Tara Ford

Creative Director: David Joubert

Art DirectorS: David Joubert & Becca Duggan

Copywriter: Fee Millist

Senior Designer: Ramon Rodriguez

Illustrator: Ramon Rodriguez

Managing Director: Priya Patel

Group Account: Director: Lisa Hauptmann

Senior Account Director: Andrew Inman

Senior Account Manager: Catherine Cumming

Planning Director: Annabelle Rogers

Chief Strategy Officer: Leif Stromness

Client: McDonald’s Australia

Head Of Marketing: Jenni Dill

Director of Marketing: Jo Feeney

Group Brand Manager, Marketing: Amanda Nakad

Brand Managers, Marketing: Nichole Tsiros & Channa Goonesekara