What is Swedishness

  • What is Swedishness?

    McDonald’s Sweden believe in inclusion and cultural diversity. Sadly enough there are others who don’t. In the summer of 2015 the xenophobic political party Sweden Democrats (Sverigedemokraterna) launched a controversial ad campaign in the Stockholm metro. The Sweden Democrats gained a lot of attention with their campaign. Our idea was to use this attention and let McDonald’s take a stand in a campaign of their own.