McDonald’s Takes the Plunge into Fashion with Upcycled Straw Swimsuits

VIRTUE, the creative agency by VICE, unveils a new creative campaign for McDonald's Austria which sees the brand's iconic yellow-red striped plastic straws removed from all restaurants in Austria and used for the creation of a limited edition upcycled swimwear collection.

By removing plastic straws and cups for shakes, which are now made from recyclable paper, McDonald’s Austria is committed to sustainability. The concept and idea of the unusual upcycling campaign comes from VIRTUE. It will come to life with a digital content campaign about the measure in the means of sustainability and launched on all the digital channels of McDonald’s Austria.

Benedikt Böcker, marketing director McDonald’s Austria says: “We are delighted about our unique sustainable swimwear collection made from recycled material in our classic straw design.. As McDonald’s Austria’s Marketing Director, I appreciate the close and long-term cooperation with VIRTUE as our local agency partner in Vienna. Together we create unique projects and set new milestones in our sustainability communication.”

The production of the sustainably produced swimsuit and shorts collection comes from the Viennese label Poleit in collaboration with Studio Furore. The photo shoot with photographer Kurt Prinz was made at the Gänsehäufel in Vienna in May: in compliance with all Corona safety rules.

The swimwear collection will be raffled off via the McDonald’s company website. Further information: www.machhaltigkeit.at