Which design firm created McDonald’s 2003 “I’m lovin’ it” campaign concept?

Heye & Partner created the concept for McDonald’s 2003 “I’m lovin’ it” campaign.

The German advertising agency developed the campaign concept that McDonald’s adopted for worldwide use. The phrase and musical identity were then adapted for different markets, allowing local teams to produce culturally specific commercials under one global brand platform.

The campaign is often associated with Justin Timberlake because he appeared in an early recording and music video. Timberlake, however, was a performer connected with the campaign rather than the design firm that created its advertising concept.

McDonald’s selected the campaign during a period when it wanted more consistent international marketing. The simple first-person phrase was intended to sound personal and positive, while the music made the campaign easier to recognize across languages and markets.