"Take Away Your Take Away" - McDonald's Norway

One of my NYU graduate students discovered this very interesting campaign from McDonald’s out of Norway that essentially encourages people to stop littering. Truth be told, take out food does produce garbage and when not taken care of it becomes litter. And when that litter carries your brand name, well it could reflect negatively on the perception of the brand. How could it not?!? Just take a look at the images from the campaign above, with the McDonald’s logo basically “thrown away!”

I give McDonald’s a lot of credit for addressing a “negative” head-on, giving people a call to action to correct it, and taking some responsibility in the process. They are owning it and they are asking their customers to own it too!

Above are some print executions from the campaign, and below is a little video …

I applaud the brand for tackling the issue and for tackling it so creatively and without negativity. Direct and to the point.

Do you have a negative that you can address head-on? What’s your experience? JIM