At the end of the year, McDonald's asked to develop an idea that shows their appreciation for franchisees and business partners.

They captured one magical moment of the McDonald's experience - the build-up of anticipation for the food that occurs when taking a napkin just before eating - and transported this feeling to business partners' offices 365 times a year by using a napking dispenser which serves as a tear-off calendar.

The German phrase, "Einen Guten!", is a short form of "enjoy your meal" as well as, "have a good day".

Advertising Agency: Heye & Partner, Munich, Germany
Creative Directors: Peter Hirrlinger, Zeljko Pezely
Art Director: Florian Binder
Copywriter: Christoph Gähwiler