Melodifestivalen, the iconic TV show that selects Sweden’s entry for the Eurovision Song Contest, stepped out of the studio and into the city. In partnership with McDonald’s, JCDecaux Sverige devised a campaign that made the Swedish capital pulse to the rhythm of the competition. Bus shelters were transformed into lively meeting points where popular culture, music and urban life came together.
Thanks to a staging featuring neon lighting effects, a disco ball and bold XXL messages, the street furniture became an open-air dancefloor. This activation strengthened Melodifestivalen’s visibility while highlighting McDonald’s role as a partner in moments of togetherness and entertainment.
