Australia is famous for its summers; long, hot days spent enjoying the sun and the sea. Aussies can’t help loving it just as much as they love shortenin’ words and tucking into Macca’s. We were briefed to connect the nation’s favourite season with its favourite place to eat.
Our TVC took inspiration from a nightmarish scenario, missing out on all the best parts of summer – especially Macca’s. Have you ever tried to take off a wet, too-small rash vest while wearing a seatbelt? I have… and I would not recommend it…
As well as the hero 60” film, we created bespoke 30” TVCs to mirror the rhythms of the summer season. Changing out the creative kept people guessing what would happen to “Rashie Boy” next.
As the temperatures rose, “I’m loving it” became “I’m lovin’ summer.” To accompany this new line, the iconic golden arches were used to create a suite of summer inspired icons. From flippers to thongs, Soft-Serves to sandcastles, snorkels to surfboards, and everything in-between, the arches were incorporated into graphics representing all things summer. Used across OOH and merch, the “I’m lovin’ summer” icons cemented Macca’s position as an integral part of Aussie Summer.
And, my cup copy made it on to Reddit. Life complete.