McDonald’s and Leo Burnett present TableToGo: a limited edition packaging that turns Milan into an open-air McDonald’s during Design Week.
Background
Milan Design Week is one of Italy’s biggest events. The city of Milan is filled with exhibitions and visitors coming from all corners of the world (over 500 thousand this year). All restaurants are overcrowded, and finding a place to eat becomes
an almost impossible mission. Even at McDonald’s.
Idea
The solution to a problem created by design?
It’s in design itself. TableToGo is a limited edition packaging capable of turning Milan into the largest open-air McDonald’s ever, multiplying the number of tables
to enjoy a meal during the Design Week.
Execution
TableToGo is designed to hold up to two menus and 100% recycled and recyclable. An idea that transforms bollards around the city into a table,
unfolding over them. Each bollard has a QRcode that leads to McD’s App, allowing people to make their order and enjoy it right there.
Video Case
Results:
TableToGo is a limited edition, design-forward and fully recyclable package that was made available to early visitors who ordered meals via the McDonald’s app. TableTo Go affixes to the city’s bollards and transforms into a table for two. This innovative and functional dining solution aims to create the biggest open-air McDonald’s ever, responding to consumers’ immediate need for freedom and comfort.
Photo Event:
The mobile ordering experience for TableToGo was made to be as seamless as possible, with QR codes located on various city bollards. Each code was equippedwith its own bollard number and drove people to the McDonald’s app, where orders were processed and delivered in a similar fashion to ordering at a restaurant.
“McDonald’s doors have always been open to everyone» says Raffaele Daloiso, Chief Marketing Officer McDonald’s Italy. «Being able to amplify our hospitalitywithin an international event of this magnitude is a great satisfaction for us. The idea of creating a special edition thanks to an innovation in our packaging, dedicated to those who love design, and making the event even more pleasant and convivial is part of our vision: to be present in new contexts where people wantbeing together, by offering them one more reason to share their moments.”
Luca Ghilino, Leo Burnett Italy Creative Directori adds: «McDonald’s is one of the most iconic brands in the world. It is so because it intercepts what is culturallyrelevant to people, so as to make new connections with them. Design Week is an international event with very local spillovers; the perfect moment to create a whole new experience but in the perfect “feel good mood” of MCD. Unforgettable.»
The campaign is the latest in a series of innovative solutions developed by McDonald’s and Leo Burnett. With TableToGo, McDonald’s and Leo Burnett Italia have taken this concept a step further and created a dining solution that can be used at any large-scale outdoor event.
The launch of TableToGo reinforces McDonald’s commitment to creating feel-good moments for everyone, everywhere. It also demonstrates Leo Burnett’s brand ethos – to solve real human problems through brilliant creative and design.
CREDITS
Leo Burnett Chicago
Global Executive Creative Director: Adriano Matos
Leo Burnett Italy
Creative Executive Director:Luca Ghilino, Giuseppe Pavone
Creative Director: Caterina Calabrò
Creative & Innovation Lead: Michele Cireddu
Head of Design: Neta Betonvin
Senior Art Director & Designer: Stefano Pertegato
Creative team: Andrea Sghedoni, Francesca Amadasi, Giovanni Duo, Alice Maiorino
Head of Client Service: Davide Mondo
Group Account Director: Marika Mazzoni
Account Director: Chiara Collura
Junior Account: Anna Angona
Chief Strategy Officer: Ilaria Fruscio
Project Manager: Francesco Daleno
Junior Project Manager: Federica Ferruccio
Strategic Project Manager: Antonio Maria Di Donato
Social Media Lead: Alessandro Piras
Social Media Manager: Federica Doria