McDonald’s Finland wanted to promote their superior accessibility with a campaign that plays on the irony of people feeling shame after eating fast food. The insight that sparked the creative was the contradiction between people’s words and behavior. Although most would agree that McDonald’s food tastes great and therefore opt for the burgers and fries every once in a while, the same people prefer not to talk about their visits to McDonald’s as eating fast food is considered unsophisticated and untrendy. Instead of fighting the bad reputation of fast-food as a guilty pleasure, the McDonald’s decided to embrace it.