Date: Feb 2017
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McDonald’s Netherlands has introduced its new brand campaign: Always Open for Good Times. Always Open for Good Times. More than just a new campaign, it’s the central motto carrying out exactly what McDonald’s wants to be for their guests.

The first chapter of Always Open for Good Times is launched in February with the Maestro Burger.

Eating this delicious burger is much more than just exciting for your taste buds; McDonald’s calls everyone out to open up and ‘Ignite all your senses’. This fact will be demonstrated with an authentic, hidden camera, live registration of an unparalleled act. A 60-piece symphony orchestra (Guido’s Orchestra directed by Guido Dieteren) and a gospel choir are on a live connection with a nearby McDonald’s restaurant. Every step and every bite of the unsuspecting guest is supported musically, filmed with hidden cameras, finally leading to an epic climax: the first bite in this delicious burger!

This has resulted in a spectacular film, showing you what guests can come to McDonald’s for: a really Good Time. The campaign is kicked off with a 110 second film in a roadblock on all Dutch national broadcasters and sets the tone for what guests can expect from McDonald’s: less ads, more acts, less fiction, more realness, less food orientated, more about the experience. McDonald’s is Always Open for Good Times.


Chief creative officer: Darre van Dijk

Music: Guido Dieteren (Guido’s Orchestra), Darius Dante

Production agency: Wefilm

Sound: Postoffice

Post production: Captcha!

Managing partner: Patritia Pahladsingh

Director marketing, communication and consumer insight (McDonald’s Netherlands): Erwin Dito