VIRTUE designs upcycling campaign for McDonald’s
Our plastic goes swimming: McDonald’s says goodbye to its iconic plastic straws
See the campaign video here
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
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For more information: Laura van Horssen [email protected] +31(0)6 28 45 94 22
ABOUT VIRTUE Virtue is the creative agency born from VICE. With presence in 25 countries, Virtue crafts campaigns, platforms, and IP for some of the most important brands on the planet. Using proprietary tools, access, and intelligence, Virtue finds new ways for brands to matter to the world through an entertainment-centric approach that plunges its hooks into audiences’ subconscious and refuses to let go.
Virtue is behind the award winning work Q the Genderless Voice, Carlings adDRESS the Future, Weedmaps’ Museum of Weed, Park MGM’s Las Vegas Love Stories, and Dove’s Dear Future Dads, .
ABOUT VICE MEDIA GROUP VICE Media Group is the world’s largest independent youth media company. Launched in 1994, VICE has offices in 35 cities across the globe with a focus on five key businesses: VICE.com, an award-winning international network of digital content; VICE STUDIOS, a feature film and television production studio; VICE TV, an Emmy-winning international television network; a Peabody award-winning NEWS division with the most Emmy-awarded nightly news broadcast; and VIRTUE, a global, full-service creative agency with 25 offices around the world. VICE Media Group’s portfolio
includes Refinery29, the leading global media and entertainment company focused on women; PULSE Films, a London-based next-generation production studio with outposts in Los Angeles, New York, Paris and Berlin; i-D, a global digital and bimonthly magazine defining fashion and contemporary culture; and Garage, a digital platform and biannual publication converging the worlds of art and design.