McFlurry KitKat Ruby | Concept & Art Direction
New and exciting experiences often have an overwhelming effect on one’s outlook of the world. For example, finding new love can make a person view everything in a completely different light. The everydays becomes a lot more positive, or as the saying goes, it makes them „see the world in pink”.
Inspired by this phenomenon, our campaign for McDonald’s Hungary aimed to present the new McFlurry KitKat Ruby in a similar fashion, as this ice cream also offers something new and exciting for those who try it: the 4th type of chocolate (alongside dark, milk, and white), known as „ruby” chocolate. Characterized by a slightly sweet and sour taste comparable to that of berries, ruby chocolate is sort of a delicacy in the dessert world.
Inspired by this phenomenon, our campaign for McDonald’s Hungary aimed to present the new McFlurry KitKat Ruby in a similar fashion, as this ice cream also offers something new and exciting for those who try it: the 4th type of chocolate (alongside dark, milk, and white), known as „ruby” chocolate. Characterized by a slightly sweet and sour taste comparable to that of berries, ruby chocolate is sort of a delicacy in the dessert world.
On the visuals, we wanted to capture both the luxurious nature of ruby chocolate and the playful sensation of "seeing the world in pink". We carefully selected props that could offer neat silhouettes and rich textures even after painting them completely pink, like real blueberries, rough fabric textiles, and even my grandma's 60+ year old cocktail glass.
As of June 1st, 2021, the TVC reached 3,5+ million online views, and is the most viewed online video to date on both the Youtube and Facebook channels of McDonald's Hungary.
Client: McDonald's Hungary
Agency: DDB Budapest
Art Director: Bálint Kovács
Senior Copywriter: Boglárka Csikó
Art Director: Bálint Kovács
Senior Copywriter: Boglárka Csikó
Food Stylist: Ferenc Urbányi
Director & Photographer: Iván Vermes
Director & Photographer: Iván Vermes
