McDonalds has unveiled Dreaming in Mono, a communications strategy celebrating Scandinavias passion for winter sports.
McDonalds has unveiled Dreaming in Mono, a communications strategy celebrating Scandinavias passion for winter sports. Dreaming in Mono is a 60-minute film that brings to life the rivalries and stereotypes of the Danes, Finns, Norwegians and Swedes in the story of an unlikely group of people who come together to beat an old ski record using one ski: a monoski. Created in partnership with Perfect Fools, McDonalds chose to focus on the stories and dreams of its customers, rather than on the brand or its products.
The film is split into seven episodes and is being broadcast on four TV networks in the Nordic region and across multiple digital channels including dreaminginmono.com, Twitter and Facebook. There is also a television display in over 465 McDonald’s across the region. Besides the film, the Dreaming in Mono website offers music, videos, polls, mobile applications, cultural competition, ski tips and more opportunity to start dialogue, all designed to connect people around the story.