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Hi 2

headlinecnen
We have known each other for 15 years
basics
Industry: Catering industry
Media:TV & Cinema
Published:Apr. 21, 2003
Market:Russia
Style: Minimalism
descriptioncnen
We are portraying a young man, reasonably cool, walking on the streets of Budapest, whom everybody greets and seems to know. Why is he known in the community? Because, as a McDonald's employee, he has been serving all those people. He ultimately becomes a personification of McDonald's brand.

Context


McDonald’s is so much a part of the Hungarian families’ everyday life that going into McDonald’s has become (almost) irresistible. McDonald’s has gained families’ trust and it has become a point of reference. Is is such a deeply rooted habit, that it is natural nowadays to even count on people to go into McDonald’s, everytime they see the golden arches. So natural, that even nature itself had to take into account...

Philosophy/Solution


Sometimes, when we walk on the street, we see people that seem familiar to us; we smile and wave them automatically, even if we don't know exactly where to take them from. This a gesture that is sourced by familiarity, empathy, even sympathy for and with the person we meet. We thought that this gesture is representative, if no quintessential, for McDonald's role as part of the Hungarian community today. We also took on board that for the young adults it is very important to be cool, to be trendy, as well as to have the right (& cool) style. "Hi" the first film we have produced emerged from this thought, this insight.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Director:
Cameraman:
Music:
Other credit:Lighting Director / Lighting Par M. Ekberg
awards
Golden Drum International Advertising Festival 2003
Silver Drumstick
TV Ads
EPICA (Europe's Premier Creative Awards) 2003
Winner (Gold)
Food
Eurobest - The European Advertising Festival 2003
Bronze
Retail Stores & Chains/Restaurants
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