DDB Stockholm created the The Student Loan Menu for McDonald's Sweden to cater to impoverished students. Rather than offering a discount, it came up with the idea of a menu that has a flexible price that adapts to the current state of the students' finances; prices are at their highest around the 25th of each month, when the students have just received their monthly student loan, and gradually get cheaper each week until the 24th.

The campaign, which will appear in print and outdoor locally in university cities such as Uppsala and Karlstad, will run in four weekly sections, with each part describing the current financial state of that week - from the feeling of being made of money to searching friends' sofas for loose change.