New and exciting experiences often profoundly impact one's perspective on the world. For instance, discovering new love can completely alter how a person perceives everything. The ordinary aspects of life suddenly appear much more positive, often described as 'seeing the world through rose-colored glasses.
Inspired by this phenomenon, our campaign for McDonald’s Hungary aimed to portray the new McFlurry KitKat Ruby similarly. This ice cream introduces something fresh and thrilling to those who taste it: the fourth type of chocolate (besides dark, milk and white), known as ruby chocolate.
Inspired by this phenomenon, our campaign for McDonald’s Hungary aimed to portray the new McFlurry KitKat Ruby similarly. This ice cream introduces something fresh and thrilling to those who taste it: the fourth type of chocolate (besides dark, milk and white), known as ruby chocolate.
In the visuals, we aimed to portray both the luxurious quality of ruby chocolate and the playful feeling of "seeing the world through rose-colored glasses". We carefully chose props that would maintain their distinct silhouettes and rich textures even after being painted entirely pink, such as real blueberries, coarse fabric textiles, and even my grandma's 60+ year old cocktail glass.
Client: McDonald's Hungary
Agency: DDB Budapest
Art Director: Bálint Kovács
Senior Copywriter: Boglárka Csikó
Food Stylist: Ferenc Urbányi
Director & Photographer: Iván Vermes
Agency: DDB Budapest
Art Director: Bálint Kovács
Senior Copywriter: Boglárka Csikó
Food Stylist: Ferenc Urbányi
Director & Photographer: Iván Vermes
