Ice cream is for summery sunshine? Maybe, but McDonald’s McFlurry, Sundae and Millkshake are about how you feel in the moment. Any moment. When you have something to celebrate. When you need a little comfort. Because it 11am.

To bring this universal truth to life, McDonald’s and TBWA\Paris are unveiling a new campaign featuring a series of everyday situations that are strikingly similar yet completely opposite. In both cases, they call for the same response – a McDonald’s frozen dessert.

The campaign is led by OOH parallels built around mirrored headlines, where the smallest nuance flips the meaning of a situation with a touch of humour.

The full French campaign covers OOH, social media and DOOH, celebrating the spontaneous, universal pleasure of McDonald’s frozen desserts, all year round.

Credits:

Client: McDonald’s
Client Team:  Jean-Guillaume Bertola, Stéphanie Poupinneau, Clara Guitaut, Maëlle Lebrun

Agency: TBWA\PARIS
Executive Creative Director: Faustin Claverie
Creative Director: Corentin Salignat
Creative Director Food: Maud Poilpré
Copywriters: Swann Richard & Julien Sens
Art Director: Laury Maroudin-Jasmin
Assistant Art Director: Baptiste Faussurier
Art Buying: Olivia Caré
Agency Team:  Christophe Neyret, Lucile Wissocq, Katia Misuraca, Héloïse Matte
Strategic Planning:  Céline Mazza
Print Producer: Camille Naulleau
Food Stylist: Valery Drouet
Photographer: Caroline Faccioli
Legal: Maeva Zara 
Business Affairs: Romane Babault