McDonald's will give you a Golden Arches hairdo at its virtual barber shop
Swedish campaign jumps on trend of floppy '90s-style hair
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DIY hairstyling has become a necessity in the pandemic, and now McDonald's is giving people a helping hand with a virtual barber shop. The only thing is, it requires you to have your hair cut in the shape of the Golden Arches.
The fast food giant's Swedish arm and agency Nord DDB say they have jumped on the trend of people wearing their hair in floppy '90s-style partings—think David Beckham or Leonardo di Caprio back in the day—that resemble its famous logo. (The more recent trend has been led by K-pop favorites BTS. )
People can book virtual consultations with influencer hairstylist Adam Lukacs at the pop-up "Golden M" barber shop in Stockholm, which opened this past weekend, to style the ultimate Golden M cut. (People took part in the session from home after booking via a website, but Lukacs worked from the actual shop and people could see him at work when they walked past.) The virtual salon was fully booked within two hours of the launch.
There's also a fun interactive element. Nord DDB has developed a "Golden M detector" mobile app that uses AI to identify the haircuts in photos that people share. If the correct Golden M is detected, they are rewarded with a Big Mac; if not, they're advised to visit the campaign site to find out how to get one.
“When we realized that people were wearing our Golden Arches, we had to act," said Staffan Ekstam, marketing director at McDonald’s Sweden. "We started the M Barber Shop not only to guard our Golden M, but also to claim it once and for all. The salon is a celebration dedicated to our beloved ambassadors—a helping hand to guide them on how to keep their M’s in perfect trim, even when we can’t move around as freely as we usually can." Why didn't McDonald's think of this 25 years ago?
Credits
- Date
- Dec 10, 2020
- Client :
- McDonald's-Sweden
- Agency :
- Nord DDB
- McDonald’s Nordic CMO :
- Christoffer Rönnblad
- McDonald’s Sweden CMO :
- Staffan Ekstam
- McDonald’s Sweden Head of PR and communication :
- Henrik Nerell
- McDonalds Sweden Senior marketing manager :
- Sofie Lager
- McDonald’s Sweden Project leader :
- Susanne Wahlberg
- McDonald’s Sweden Head of media :
- Lisa Palm Danielsson
- McDonald’s Sweden Head of social :
- Johan Tennbäc
- McDonald’s Digital Manager :
- Michaela Bognäs
- Art Director :
- Anna Salonen
- Copywriter :
- Daga Simonsson
- Producer :
- Tobias Bergenwall
- Content Strategist :
- Sofie Hammers
- Content Manager :
- Siri Lindén
- Content Creative :
- Jonas Eriksson
- PR Strategist :
- Kristin Åkerlund
- Motion Designer :
- Christian Bjornerhag
- Studio Designer :
- Edith Sundberg
- CCO :
- Andreas Dahlqvist
- Creative Lead :
- Simon Higby
- Creative Lead :
- Petter Dixelius
- Creative Lead :
- Joel Ekstrand
- Business Director :
- Jens Welin
- Technical Director :
- Prince Talhaoui
- Digital Designer :
- Mattias Nordenham
- DP & Editor :
- Natan Gullström
- DP & Editor :
- Alexander Biörsmark
- Technical Advisor :
- Amöba
- Developer :
- Alexander Håkansson
- Prime PR :
- Hanna Dahlborg
- Prime PR :
- Hampus Knutsson
- Prime PR :
- Hugo Broms
- Film and Stills production :
- Swim Club
- Director :
- Swim Club
- Producer :
- Helena Widinghoff
- Photographer :
- Teitur Ardal Rosengren
- Stylist :
- Malin Ummer
- Makeup & Hair :
- Moona Narancic
- OMD :
- Karin Mohlin
- OMD :
- Ylva Källén
- OMD :
- Oxana Naess
- OMD :
- Malin Guillermo
- OMD :
- Patrik Lundberg
- OMD :
- Victoria Ray
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