McDonald’s has launched in Portugal some t-shirts to camouflage the McFlurry and prevent “freeloaders” from shamelessly asking for bites of this delicious ice cream.
TBWAParis has brought McDonald’s many creative joys in recent years. The Parisian agency has given usof exquisitely creative campaigns dedicated to the greater glory of the brand with the yellow arches that have been burned into our retinas.
That TBWAParis is one of the most distinguished creative partners of the American hamburger chain is once again demonstrated in a new campaign that has recently seen the light of day in Portugal.
The central axis of the campaign is a line of t-shirts that help wearers camouflage the McFlurry and thus prevent the “freeloaders” from shamelessly asking for (stolen) bites of such delicious ice cream.
The McDonald’s collection includes three types of t-shirts (normal, strapless and “oversize”) which are embellished with the same pattern stamped on McFlurry containers. The idea is that whoever wears such unique shirts can walk quietly with their McFlurry without having to share it with those who pass by.
Such original (and practical) t-shirts are exclusively available through the McDonald’s app in Portugal.
The campaign, which has as its motto “So good you’ll want to hide it”includes mannequins placed in the windows of the fast food chain restaurants and dressed in the T-shirts of the “CamuFlurry” collection (as it has been baptized).
There are also outdoor advertising actions involved in the campaign and McDonald’s has also hung on the arm of two renowned influencers in the neighboring country, Artur Catfish and Barbara Inês, to sell the benefits of the “CamuFlurry” collection.
According to McDonald’s, McFlurry sales have skyrocketed by 50% this summer in Portugal thanks to the campaign.
Advertiser: McDonald’s Portugal
Marketing & Communication Director: Sergio Leal
Category Product Manager: Rita Costa
CCO: Rui Silva
ECD: Marco Pacheco
Creative Director: Giampietro Zanon
Creative Director: Juliano Bertoldi
Copywriter: Giampietro Zanon
Copywriter: Pedro Goncalves
Copywriter: Joao Guimaraes
Art Director: Juliano Bertoldi
Account Manager: Joana Margalha
Account Executive: Dina Camacho
Strategic Planner: Letticia Marcon
Photographer: Nuno Correia