Winter Is for Playing

Creative idea

Based on the insight that winter awakens the child in all of us, “Winter is for Playing” invited Austrians of every age to rediscover the season’s simple joys. At its heart was a cinematic film about two elderly men who, with the first snowfall, reconnect with their playful younger selves. Without dialogue, their transformation unfolds entirely through visual storytelling and an original musical score, allowing audiences to feel the magic of winter rather than simply see it. The Big Rösti appears as a natural companion to this moment of joy – the official taste of winter.

Brand name: McDonald's
Advertiser / client: McDonald's Austria
Product / service: Big Rösti Burger
Campaign name: Winter Is for Playing
Agency network: Omnicom Advertising
Agency: BBDO Group Kreativagenturen GmbH
Media agency: OMD Mediaagentur GmbH
Production company: PPM Next
Agency chief executive officer: Andreas Spielvogel
Chief creative officer: Thomas Tatzl
Executive creative director: Christina Mer Hofmann
Creative director: Virginia Wilhelmer
Copywriter: Nikolaus Leischko
Account director (agency): Patricia Katzenbeisser
Client account director: Roberta Domaschko
Media director: Bisi Andrejevic
Strategic planner / strategist: Lisa Sugar
Senior planner: Henry Bonaert
Film production: PPM Next
Director: Ismael Ten Heuvel
Director of photography: Maxime Desmet
Music: Tom Tukker
Agency producer: Sebastian Larrosa-Lombardi