Dreaming in Mono : 7 parts

Stockholm/New York/Amsterdam based agency Perfect Fools created a whole new, unexpected and daring campaign for McDonald’s in the Nordic countries. The most striking thing about it, is that the campaign doesn’t revolve around bad burgers and salty fries, but around 60 minutes of “satire”. The story, written and directed by Jens Jonsson, was created together with TV production company Happy Fiction and is told over seven episodes on the website Dreaming In Mono. It is also broadcasted on four Nordic TV networks. The story is about a rivalry between two ski legends of which one wants to break a ski record on a monoski – this topic proofs how McDonald’s always thinks global but acts local. The first episode definitely made us curious to see more. Since the only link to McDonald’s is that the fictional characters buy their food there, we can easily imagine that this campaign will change the McDonald’s brand into a more exclusive brand – or at least less mainstream. And if McDonald’s would simultaneously upgrade its food, we can even imagine ourselves eating there! All in all, a beautiful example of branded content.