This McDonald’s Germany campaign is all das

With a new series of four films, McDonald’s Germany continues its All das platform, translating the recent VAT reduction into moments people can genuinely relate to. 

Created with agency Scholz & Friends and directed by Kay Kienzler, the campaign is built on the idea that small financial changes can quietly enhance everyday routines, especially when those moments are already rooted in familiarity and enjoyment.

Set across shared apartments, restaurant tables, and family life at home, the films observe situations where the pleasure of eating at McDonald’s is already present and subtly reinforced. The added value reveals itself through small reactions and timing, carried by a light sense of humour. Nothing is overplayed. The moment does the work.

Shot by cinematographer Mario Krause, the films move within a calm, observational register, staying close to people and situations. Moments are carried by timing, small reactions, and the space between them. Kienzler’s direction follows this approach, allowing humor to surface within the rhythm of the scenes.

The campaign world is complemented by still photography by Frederike Wetzels and social-first extensions led by Yevhen Zhornyk, both developed within the same settings and visual framework. Together, film, photography, and social content form a consistent world across formats.

As a film production, Abelone Films focused on creating the space for the idea to unfold on screen. By keeping the storytelling precise and human, the films connect a tangible customer benefit with moments that feel natural and unforced, fitting seamlessly into the broader “All das” platform.