The first McDonald's worldwide campaign ever produced outside the U.S.,
"i'm lovin' it" is the culmination of a breakthrough "competition of ideas"
held in February among McDonald's top international advertising agencies to
spark a new brand attitude and direction. It was created by Heye & Partner, a
longtime McDonald's agency based in Unterhaching, Germany, near Munich, and a
member of the DDB Worldwide Communications Group, Inc. "We challenged our agency partners to put aside everything they knew about
us and come up with fresh, original thinking, all of it with today's customers
in mind," said Light. "'i'm lovin' it' represents the best of what we felt
were a number of outstanding ideas, many of which will be incorporated into
future marketing programs."