MONOPOLY 2025,
McDonald’s Germany
Agency: Scholz & Friends
Creative Direction: Thomas Mathew, Florian Ludwig
Copywriter: Haiko Meyer
Art Direction: Moritz Winkels, Paul Grüner
(And many more!)
My role: Copy
McDonald's Germany's "MONOPOLY 2025" campaign brought back the brand's classic year-end game under the motto "Not 'Mecces' but 'Der Papa' haut einen raus," with sitcom character Bernd Stromberg (played by Christoph Maria Herbst) as the first fictional character to front the MONOPOLY campaign.
We used Stromberg's self-deprecating, cynical office humor to reframe the MONOPOLY promotion as something Stromberg himself supposedly landed as a testimonial gig. A six-episode mockumentary series on YouTube, released weekly on Thursdays, walked through how Stromberg talked his way into the job before the campaign proper launched. The timing lined up with Stromberg's cinema comeback after more than ten years away from the big screen, giving the campaign a built-in cultural hook instead of a generic seasonal message.
Together with my art partner Moritz Winkels, I worked on the TVC and Social Media assets.
The campaign ran in Germany from November 13, 2025 to January 6, 2026. It is a 360° campaign spanning TV, Online, Radio, Social Media, OOH, YouTube, and the McDonald's App.
This is just a small excerpt of everything on the @mcdonaldsde Instagram account. We reworked scenes from the series into social formats, shot behind-the-scenes footage, and produced a few special clips directly on set.
The Stromberg fans spoke, and we listened: After hundreds of comments asking for the McBernd burger, we invited all of them to a special event with endless free McBernds. Of course, Bernd Stromberg was also there for pictures and autographs.