We are portraying a young man, reasonably cool, walking on the streets of Budapest, whom everybody greets and seems to know. Why is he known in the community? Because, as a McDonald's employee, he has been serving all those people. He ultimately becomes a personification of McDonald's brand.
Philosophy
Sometimes, when we walk on the street, we see people that seem familiar to us; we smile and wave them automatically, even if we don't know exactly where to take them from. This a gesture that is sourced by familiarity, empathy, even sympathy for and with the person we meet. We thought that this gesture is representative, if no quintessential, for McDonald's role as part of the Hungarian community today. We also took on board that for the young adults it is very important to be cool, to be trendy, as well as to have the right (& cool) style. "Hi" the first film we have produced emerged from this thought, this insight.
Problem
McDonalds is so much a part of the Hungarian families everyday life that going into McDonalds has become (almost) irresistible. McDonalds has gained families trust and it has become a point of reference. Is is such a deeply rooted habit, that it is natural nowadays to even count on people to go into McDonalds, everytime they see the golden arches. So natural, that even nature itself had to take into account...