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imlovinit24 / McDonald's

Submitted By Anastasia Garcia

Description

24 unique events. In 24 cities. Over 24 hours. McDonald's brought to life a day of joy across the world in the form of participatory ambient events.

Objective

Bring to life a full day of joy across the world with ambient, lightly-branded events. Over 70,000 people participated in one of the 24 activations happening around the globe on one day in March. Events include a coffee cup ball pit in Sydney, motorbikes breaking a record at a drive-thru in Ho Chi Minh City, a Big Mac-themed fashion show in Stockholm, a double-decker bus concert by Jessie J in London and Ne-Yo premiering a crowd-sourced song in LA.

Technical Challenge

In an unprecedented global operations play, the TBWA\Chiat\Day McDonald's team connected four advertising agencies, 24 production crews, and hundreds of on-the-ground volunteers across the world. As user-generated content poured in on social media, we created GIFs, pictures, tweets, and videos in real time, allowing us to interact with a global audience in a way never before possible. Another task: create an updated design style that is less branded that can transcend over 20 languages, multiple social platforms, and inspire happiness.

Client

McDonald's

Agency

TBWA\Chiat\Day NY
tbwachiatdayny.com

Media

Integrated Branding

Market

Food

Credits

Content Strategist

Anastasia Garcia
Manny Hernandez

Account Executive

Ed Rogers

Views

13

 

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