McDonald’s Spring Sofia
Creative concept / Art Direction / design lead
The challenge
McDonald’s Maestro burgers launched in Europe as a premium range with gourmet ingredients and bold flavour combinations.
Each year a new burger was introduced with a completely different taste profile. The challenge wasn’t just to advertise a burger, but to give every launch its own personality, tone and creative direction while still living inside the McDonald’s world.
For the Spring Sofia launch, we needed to create a character that captured the burger’s fresh yet indulgent flavour combination and make it instantly memorable.
Voiceover is english: She is boldly stylish, but not ostentatious. When she glides through the streets, yet all eyes are on her. Fresh and vibrant, that fills the air wherever she goes. Passionate, and she knows exactly what she wants, because she is in harmony with herself. Introducing the new Spring Sofia with sun-dried tomatoes, smoked mozzarella and basil sauce. Let her seduce you only at McDonald’s!
Concept
Spring Sofia became more than a burger. She became a character.
Inspired by the burger’s Mediterranean ingredients, we imagined her as an elegant, confident woman who turns heads wherever she goes. Sophisticated but playful, effortlessly stylish and impossible to ignore. Think Monica Bellucci in Malèna.
The campaign treated the burger like a captivating presence moving through the city, with people drawn to her wherever she appeared. The voiceover introduced her almost like a mysterious woman you simply can’t stop watching.
A premium burger presented with personality, allure and a touch of seduction.
Credits
Creative Director: Karolina Galacz
Concept: Nora Redler, Dani Trencsényi
Art Direction and Design Lead: Nora Redler
Copywriter: Dani Trencsényi