Dzsúdló is a Hungarian icon, especially for Gen Z, who famously rejects being put into “boxes.” So, in this campaign, fans could unbox him and his feelings in various ways.
For example, we explored how he turned a once-embarrassing marker of his rural roots - the “Kádár-kocka” - into a point of pride, as well as his special, famous order menu box. Every part of the campaign told the story of how he showed the world that he was more than the boxes he was forced into: an emotional musician; the son of a small-town teacher; a style icon; a simple guy from Borsod.
My task was to create a visual world, a TVC, and creative activations that could support this narrative and show Dzsúdló’s inner world in a way that feels authentic to him.
For example, we explored how he turned a once-embarrassing marker of his rural roots - the “Kádár-kocka” - into a point of pride, as well as his special, famous order menu box. Every part of the campaign told the story of how he showed the world that he was more than the boxes he was forced into: an emotional musician; the son of a small-town teacher; a style icon; a simple guy from Borsod.
My task was to create a visual world, a TVC, and creative activations that could support this narrative and show Dzsúdló’s inner world in a way that feels authentic to him.
In an exclusive digital content, available by scanning a QR code included inside the menu, fans could unbox Dzsúdló's feelings behind his lyrics.
Client: McDonald's Hungary
Agency: DDB Budapest
Creative Director: Dorottya Tóth
Head of Art: Emese Gillotte
Art Director: Bálint Kovács
Senior Copywriter: Boglárka Csikó
Photography: Reduster
Agency: DDB Budapest
Creative Director: Dorottya Tóth
Head of Art: Emese Gillotte
Art Director: Bálint Kovács
Senior Copywriter: Boglárka Csikó
Photography: Reduster
