Well bloody hell, this was fun to make.
The insight to this campaign was that an invitation to McDonald’s provides us all with a small but much-needed moment to let go and feel good. Aka ‘The f**k it’ principle.
That invitation to McDonald’s is so universal, it can be communicated without any words. So we claimed ownership of that knowing look we all understand, by turning it into an iconic action that can only mean one thing – Fancy a McDonald’s?
I was the writer and creator of the ‘Raise your arches’ campaign in the UK which has gone on to global success.
Plus I got to work with Edgar Wright. Christ on a fold-out bike; it was a good project.
Teasing the campaign three days before launch we cropped the famous logo across all our advertising and social media presence.
Along with the bombastic 60” TV we had a whole host of other comms from OOH, social, and in-restaurant on the app. The lot.
There’s plenty more bits to collate as the project is still ongoing, but will leave you with this mahooosive OOH in Hong Kong.
Bow Wow!