McDonald’s has unveiled Dreaming in Mono, a communications strategy celebrating Scandinavia’s passion for winter sports.

McDonald’s has unveiled Dreaming in Mono, a communications strategy celebrating Scandinavia’s 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, McDonald’s chose to focus on the stories and dreams of its customers, rather than on the brand or its products.

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