Matthias Storath
Managing Director/Executive Creative Director at Heimat Werbeagentur GmbH
Berlin, Germany
TitleMcFamilies
BriefSince its founding, McDonald’s is a place where families are welcome. But during the last decades the idea of a family is constantly changing. Time to address that. On International Family Day 2019, McDonald’s took a stand for family diversity with their most valuable brand asset. Welcoming all families. McFamilies is an iconic design system celebrating family diversity. We featured it in a film, printed it on the trays, on bags, on posters and on store signage. With McFamilies, the worlds largest fast food chain set a sign of love to families of any kind.
Agency
Campaign McFamilies
Advertiser McDonald’s
Brand McDonald’s
PostedNovember 2019
Business Sector Restaurants & Fast Food
Story McDonald’s
Media Type Packaging, Branding & Design
Chief Creative Officer
Chief Creative Officer
Creative Director
Creative Director
Art Director
Art Director
Copywriter
Copywriter
Account Director
Creative Services Manager
Agency Producer
Editor

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