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McDonald's: Dreaming In Mono

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McDonald’s will this week unveil an entertaining film led activity in the Nordic region. It is the result of a collaboration between McDonald's, digital creative agency Perfect Fools and TV production company Happy Fiction. The film is written and directed by Jens Jonsson. Dreaming in Mono is a 60 minute satire told primarily over seven episodes. It will be broadcast on four TV networks in the Nordic region and across multiple digital channels including, Twitter and Facebook. The film is supported by Mono Madness, a downhill skiing viral game.

Shaun Russell, Nordic Marketing Director of McDonald’s, said: “Effective brand communication can no longer be about interrupting what people are interested are in, it needs to be what people are interested in. Every day, we welcome 750,000 guests at our restaurants across the Nordic region. We welcome all sorts of people from all walks of life. And every guest tells a story, and every table hosts a dream. We thought it would be interesting to tell some of their stories, rather than our own.”

Fredrik Heghammar, Managing Director of Perfect Fools, said: “McDonald’s is a brand that is doing well in the Nordic region. This allowed us together the freedom to come up with something totally unexpected which will surprise and entertain customers and McDonald’s staff alike.”

Jens Jonsson, writer and director of Dreaming in Mono, said: “I’m not a fan of traditional advertising. That’s why I took this chance to make something different with this project. I believe that showing real and complex emotions is a powerful way to involve people with a brand, by giving and not taking”.

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