McDonald's New Ad Serves Hygge in a Paper Bag

McDonald's Norway developed a campaign with a compelling premise: reimagine the ordinary paper bag to promote McDelivery. 'Reinventing a simple paper bag can be a challenging task' — and yet, they pulled it off beautifully. The result is a masterclass in minimalist brand storytelling.

The delicate paper craft was created by Julie Wilkinson from Makerie Studio. The McDonald's paper bag features strategic cuts that mimic the windows of a classic Norwegian apartment complex. The design uses the iconic curves of the company's 'M' logo to frame arched windows — creating an elegant, intimate feeling that represents the warmth of eating at home. Photographed by Catharina Caprino, the paper artwork presents McDelivery as a lit window symbolizing the comfort of home dining.

Since Norwegians typically prefer McDonald's in restaurants or drive-throughs, the campaign leans into the unique comfort of eating at home — a behavior accelerated by the pandemic years. By tapping into the Scandinavian concept of hygge (coziness, warmth, togetherness), the campaign makes delivery feel like a special, intentional choice rather than a convenience. Developed by Nord DDB Oslo, this campaign will run on social media and across Norway's largest cities throughout winter.