The Drum Awards for B2B 2022

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Agency: NORD DDB
Client: McDonald's
Date: Mar 2022
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There’s no denying that it’s often fast-food packaging you see littering streets, be it at a drive-through, parks or even at the side of the road. McDonald’s Norway, alongside agency partner Nord DDB, is taking ownership of this with an honest campaign depicting the ugly side of its wrappers.

Photographed by Jói Kjartans, the ads acknowledge that the Golden Arches chain is a huge part of the problem and feature a McDonald’s food tray with an empty burger wrapper and boxes beside the wheel of a car, and drink containers left on some stairs.

The stark copy reads: “Unfortunately too much of our packaging ends up on the streets. Now we are doing our biggest effort yet and will clean even more than we already do. But we aren’t able to get it all, and need everyone to contribute. Please remember to throw away your litter in the bins next time you buy takeaway from us.”