McDonald's will give you a Golden Arches hairdo at its virtual barber shop

Swedish campaign jumps on trend of floppy '90s-style hair

Published On
Dec 10, 2020

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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?


Dec 10, 2020
Client :
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
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 :
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
Karin Mohlin
Ylva Källén
Oxana Naess
Malin Guillermo
Patrik Lundberg
Victoria Ray

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