brand-e

By Steve Mullins. McFilm narrative. First of all, Dreaming In Mono is not at all what you’d expect from McDonald’s. Why, there doesn’t even appear to be a brand in sight. But it’s kosher enough.
So, what is it? It’s a 60-minute film chopped into seven episodes telling the story of conflict between two great winter sport rivals – one an athletic man-machine, the other a ‘free-thinking skier who challenges conventions’.
And its being broadcast on four  TV networks in the Nordic region and online at the dedicated DreamingInMono website. Plus consumers can become Mono fans on Facebook.
The film was made by writer/director Jens Jonsson, who has something to say about the campaign.
“I am not a fan of traditional advertising. That’s why I took the chance to do something different in this project,” he says. “McDonald’s has basically given me a free hand to tell my story about a crazy group of characters set around a McDonald’s restaurant in the far north of Sweden somewhere on the borders with Finland and Norway. The briefing was not to show how good it is with hamburgers, but rather to create content that is entertaining and fun. Fourteen pages of manuscript suddenly grew to 70, and now it is time to share it with the Nordic region.“