Best Food Industry Online Ad

The brief:
Family Time Forever is at the heart of everything McDonald's does. This Family Day, they wanted to set an example and give new meaning to the term 'real time'.

The idea:
On 1 April 2013 McDonald's went offline.
The McDonald's website, Twitter and Facebook pages went black and no posts were made for the day. Their online world stopped, except for one message... To ask families to switch off their devices and join them at McDonald's restaurants for fun, entertainment and good old fashioned bonding – they even offered free ice cream to the kids.

How it works:
Leading up to Day Offline we had media reminding audiences to 'disconnect and reconnect for real'. Banners timed how long visitors were on a web page for. As time ticked on, different family activities were displayed, activities they could have done with their families instead of browsing online.

Contributors:

TBWA \ TEQUILA

Location: South Africa