Goals
01
The goal is to position and promote McDonald’s burger as the perfect beach snack during the summer.
02
Design a beach-themed visual concept for McDonald’s summer campaign, evoking a sunny, seaside ambiance.
Summer POV: You Lovin' it
Company
McDonald’s
My Roles
Art Director, Graphic Designer
About my Role
In my role as an art director and graphic designer for this campaign, I decide on the visual elements, typography, tone, and feel of the design. I use various techniques such as color correction and blending to create composite designs using design software.
Overview
As summer approaches and beach trips become a common pastime, snacks are a must-have. While chips and sandwiches are popular choices, McDonald’s burgers are often overlooked as a beach snack. The campaign aims to change that idea, positioning McDonald’s burgers as the perfect beach treat. With their convenient packaging and satisfying taste, McDonald’s burgers are ideal for enjoying under the sun.
Company
McDonald’s
My Roles
Art Director, Graphic Designer
About my Role
In my role as an art director and graphic designer for this campaign, I decide on the visual elements, typography, tone, and feel of the design. I use various techniques such as color correction and blending to create composite designs using design software.
Overview
As summer approaches and beach trips become a common pastime, snacks are a must-have. While chips and sandwiches are popular choices, McDonald’s Big Mac burger is often overlooked as a beach snack. The campaign aims to change that idea, positioning the Big Mac as the perfect beach treat. With its convenient packaging and satisfying taste, the Big Mac is ideal for enjoying under the sun.
The Creative Idea
The creative idea of this campaign involves using the point of view (POV) of a person engaging in various summer activities on a paradise island. I depicted the POV of a skydiver, a swimmer and kayaker. Additionally, I designed a Burger Island Paradise to represent McDonald’s burgers as the ideal food to enjoy during the summer. I used a blue and warm color palette to depict summer activities and also to reflect the essence of McDonald’s.
The Creative Idea
The creative idea of this campaign involves using the point of view (POV) of a person engaging in various summer activities on a paradise island. I depicted the POV of a skydiver, a swimmer and kayaker. Additionally, I designed a Burger Island Paradise to represent McDonald’s burgers as the ideal food to enjoy during the summer. I used a blue and warm color palette to depict summer activities and also to reflect the essence of McDonald’s.
Creative Approach
For the creative approach in our campaign, we incorporated the “Handshake” from chess, a gesture renowned in the chess community and professional chess competitions. This handshake is a symbol of respect and sportsmanship, traditionally performed before and after a match. Additionally, we symbolized the two sides in war using the colors white and black.
The model dressed in white and black represents ordinary people, who often suffer the most in conflicts. The campaign’s main message is that in every war, it is the ordinary people who suffer the most. We aim to convey that if ordinary people can make peace with each other, there is hope that those in positions of power will follow suit.
