McDonald's France Breaks Down Language Barriers to Welcome the World

At the top of the most visited countries in the world, this summer again the world is heading to France. 

And for these tourists lacking direction, if there is one place where they will feel at home it is at McDonald’s.

To welcome them and make them feel at home, McDonald’s France and its agency DDB Paris, twisted its brand signature from 'Come as you are' to 'Welcome as you are' in a 360 campaign.

An OOH and digital campaign, deployed in more than 10 languages plays with humour on the local consumption habits of McDonald’s consumers around the world while on social, the French menu is explained in various languages using the AI tool HeyGen.

In all McDonald's restaurants, crew members will 'welcome you as you are' in more than 26 languages, wearing this message on their t-shirt, caps, and badges specifically designed for the occasion.

Finally, a TV film shot with the Anglo-American duo Bradley & Pablo (who worked with Rosalia, Harry Styles and Dua Lipa among others) highlights the universal side of the brand. As true as in France the brand is called 'McDo', abroad everyone has their nickname to talk about their favourite burger brand. The film shows tourists searching for their 'Mickey D’s', 'Makudo', 'Mecces' facing very perplexed French locals, before the iconic Big Mac brings everyone together.

This campaign will be live all across France until the 2nd of September.