When Kiwis are out on road trips, swimming in the sea and taking well-deserved naps, getting our attention is tough, but some brands (ice-cream, anyone?) that encapsulate the essence of the Kiwi summer are successful in capturing the interest of those who’ve clocked off – and this summer, McDonald’s was one of them. Seeking to own the season, they engaged DDB Group Aotearoa, and the result was the ‘Driver Tax’ campaign.
Director of Marketing at McDonald’s, Luke Rive, says the company chose DDB to help “drive brand meaningfulness and connection. This meant creating a light-hearted and feel-good campaign that would resonate with Kiwis across the country
