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Despite the massive popularity of Instagram Stories, many marketers have seemed sluggish to embrace the medium in a way that feels specific to what makes the vertical storytelling format special. Ads in Stories are often just awkwardly cut from traditional 30-second spots, and tapping through organic branded content can feel equally underwhelming.
That’s why it’s worth noting the “Iconic Days” campaign that went live this week for McDonald’s Germany. Created by TBWA-owned agency Heimat, the ultra-minimalist series packs a lot into very little by connecting specific McDonald’s products to hours throughout the day.
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