Amsterdam, March 30 \u2013 McDonald\u2019s Netherlands, TBWA\\NEBOKO and OMD Netherlands are launching a new print and outdoor campaign that proves the informal routes people take to McDonald\u2019s are already mapped out. Not imagined, but discovered: existing shortcuts \u2013 unofficial routes people carve out themselves on the way to their nearest restaurant.<\/p>\n
The Netherlands is home to thousands of these shortcuts: routes formed by people instinctively choosing the shortest way from A to B. Building on that insight, the team explored whether that same instinct could also be seen in the routes people take towards McDonald\u2019s.<\/p>\n
Instead of creating routes, they mapped them. By combining open map data with McDonald\u2019s restaurant locations, they identified existing, unofficial paths that happen to lead directly to the Golden Arches. These shortcuts were then photographed as they appear in their natural surroundings.<\/p>\n
\u201cShortcuts never appear without a reason,\u201d says Els Dijkhuizen, CMO of McDonald\u2019s Netherlands. \u201cThey reveal where people truly want to go and, in this case, that often turns out to be McDonald\u2019s. While we understand the instinct to take the quickest route, arriving safely will always matter more than arriving fast.\u201d<\/p>\n
The campaign is rolling out locally across outdoor and print in cities including Almelo, Eindhoven, Venray, Woerden and Lemmer. Each execution features a photographed shortcut that leads to a nearby McDonald\u2019s restaurant.<\/p>\n
McDonald\u2019s emphasizes that the campaign is not intended to encourage the use of specific shortcuts or to ignore local rules and regulations.<\/p>\n
\u201cFrom a creative perspective, this is almost the opposite of what we usually do,\u201d says Erik Falke, Executive Creative Director at TBWA\\NEBOKO. \u201cThe strength of this campaign lies in the fact that we didn\u2019t invent anything. These shortcuts already exist across the country; we simply found them and made them visible.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Amsterdam, March 30 \u2013 McDonald\u2019s Netherlands, TBWA\\NEBOKO and OMD Netherlands are launching a new print and outdoor campaign…\n","protected":false},"author":2,"featured_media":52308,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[101],"tags":[9756,199,9757,15079,28959,200],"class_list":["post-52307","post","type-post","status-publish","format-standard","has-post-thumbnail","category-amsterdam","tag-agency","tag-amsterdam","tag-brands","tag-campaign","tag-mcdonalds","tag-netherlands"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@dk\/116323080462609021","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/52307","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=52307"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/52307\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/52308"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=52307"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=52307"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=52307"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}