Mc Donald's x Dzsúdló
The Dzsúdló was part of McDonald’s Hungary’s “Famous Orders” campaign, in which well-known artists created menu combinations based on their personal favorite orders.
Art direction
Key visual
Package & Merchandise
Photos:
Reduster
Photos sources: Katharina Roters
The Concept & Keyvisual
My main conceptual direction was to capture elements of rural life and build a visual system in which childhood memories can unfold and culminate in a central character—this character was modeled after Dzsúdló. The concept was developed through a series of multi-round workshops in collaboration with the DDB agency.
Typography
The typography evokes the imperfect and more playful lettering style of Hungarian corner shops (“közért”), which I reinterpreted; an extended version can also be combined with the McDonald’s logo. I also aimed to preserve the atmosphere of a birthday party.
The Character
The character—much like Dzsúdló—is covered in numerous tattoos that symbolize rural life. These include a pig, a Trabant-like car with a smoking exhaust, Kádár cube houses, and the easily recognizable outdoor clothes drying rack—all rendered in a style reminiscent of children’s drawings and street art.
Design assets
The secondary visual elements include Dzsúdló’s head as a standalone motif, as well as a combination of a Kádár-cube house and the McDonald’s logo. The latter illustrative element draws inspiration from the world of worn, slightly makeshift—yet not entirely careless—village street signs: the McDonald’s logo is placed at the top, inside a Kádár-cube structure.
The “NYITVA VAN” (“OPEN”) sign is also worth highlighting. While it may appear unfinished, that quality actually reflects the distinctive way such information is often displayed on rural shopfronts—almost functioning as a kind of “rural Easter egg.”
The Kádár cube menu & merchandise
The Dzsúdló Famous Order was part of McDonald’s Hungary’s “Famous Orders” campaign, in which well-known artists created menu combinations based on their personal favorite orders. The visual design was inspired by Kádár cube houses, which was preceded by an extensive and rigorous formal and stylistic exploration process.
The rest of the campaign materials were created by DDB Hungary, OMD, 235 Productions, Artificial Group, and Noguchi. ←