Heye & Partner created McDonald's “I'm Lovin' It” campaign with the song recorded by Justin Timberlake.
The German agency Heye & Partner developed the campaign concept, which McDonald's launched internationally in 2003. The campaign used the phrase “I'm Lovin' It” as a global brand platform and connected television advertising with a pop recording performed by Justin Timberlake.
The song and campaign are related but not identical. Timberlake recorded the song used in the advertising, while the agency developed the marketing campaign and its creative platform. The phrase itself became McDonald's first global advertising slogan.
The agency is often confused with McDonald's long-associated U.S. agency, DDB Chicago, or with Leo Burnett, another major advertising name in the company's history. Heye & Partner is the specific agency credited with originating the “I'm Lovin' It” campaign concept.