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From "Cold" to "Cozy" -- How McDonald's use DOOH to change audiences' perception




McDonald's, the well-known fast-food chain, is ready to challenge your perception of them during the chilly season. In collaboration with Fooddora, a prominent delivery platform, McDonald's is bringing their hot and delicious meals straight to your doorstep.


To break away from the notion of being just a fast-food option, McDonald's has partnered with Norwegian paper artist, Julie Wilkinson. Together, they have transformed ordinary takeaway paper bags into miniature versions of classic Norwegian apartment buildings. These fascinating designs symbolize warmth and comfort, aiming to create a new association with McDonald's.


Imagine walking through bustling cities and catching sight of these delightful bag-building advertisements. They serve as a friendly reminder that McDonald's can be more than just a quick meal on the go; it can be the centerpiece of a delightful family dinner at home.


This campaign showcases McDonald's commitment to creating a lasting brand impression in the most innovative way possible. By evoking a sense of comfort, coziness, and cherished moments with loved ones, McDonald's aims to establish a new perception of their meals.


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