Kings & Clowns
idea, concept, copywriting, creation
Destroy McDonald's for Burger King with just one sentence? Challenge accepted. When McDonald's celebrated its 50th birthday in Germany on December 4, 2021, we hijacked the opportunity for a tongue-in-cheek congratulations. Our motto: "Every king needs a clown. Happy 50th birthday McDonald's." We crashed the party with 15 OOHs near the German headquarters and one mobile OOH in front of the first German restaurant. Our birthday greetings achieved 2 billion global impressions, a reach of over 94.5 million and 230% more social interactions and response. What a party. Except for McDonald's.
Concept: Jens Paasen & Erwin Lorenz
Art Direction: Erwin Lorenz
Coypwriter: Jens Paasen
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