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McDonald's Napkin Calendar

At the end of the year, McDonald's asked to develop an idea that shows their appreciation for franchisees and business partners.

They captured one magical moment of the McDonald's experience - the build-up of anticipation for the food that occurs when taking a napkin just before eating - and transported this feeling to business partners' offices 365 times a year by using a napking dispenser which serves as a tear-off calendar.

The German phrase, "Einen Guten!", is a short form of "enjoy your meal" as well as, "have a good day".

Advertising Agency: Heye & Partner, Munich, Germany
Creative Directors: Peter Hirrlinger, Zeljko Pezely
Art Director: Florian Binder
Copywriter: Christoph Gähwiler