McDonald’s and TBWA are Leuven’ it

On September 17th, McDonald's will open a second branch in Leuven. With the restaurant's opening campaign, McDonald's and TBWA want to contribute to the self-esteem and urban pride of the oldest student city in the Low Countries.

A brand-new McDonald's restaurant will open at Bondgenotenlaan 86, making it the second home for McDonald's in the student city. With "i'm leuven' it”, we refer in a playful way to McDonald’s’ world-famous slogan "i'm lovin' it". It’s our way to contribute to the proud identity of the inhabitants, commuters, and students in Leuven.

These have been tough times, in which almost everyone had to telecommute, and students could only attend classes from home. As a result, many people had to miss the connection with their favourite (student) city. By choosing this slogan, we want to lift people’s spirits and welcome them in what should be everybody’s second home. By giving this slogan street visibility, McDonald's wants to contribute to a renewed sense of unity. Now that we can leave home again, let's all become worthy ambassadors of our own city!


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Jeremie Goldwasser

Creative Director, TBWA

Elien Onclinx

Account Director, TBWA

Roel Spelkens

Digital Creative, TBWA

Charlotte De Backer

Account Executive, TBWA

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About TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.