McDonald’s had been on a multi-year journey to reassert themselves as a cultural force. As a brand that champions storytelling, McDonald’s saw the release of A Minecraft Movie as the perfect opportunity to connect with a multi-generational fanbase.

With movie partnerships, many brands take a standard route: combining logos and IP. But we aimed to go deeper and create something only McDonald’s could–for all ages.
We needed to have a meal to bring people into restaurants, but it couldn't just be a meal. So we leaned into lore, using the campaign to equip fans with the tools to tap into their creativity.

At the heart of this effort was a simple idea: McDonald’s and Minecraft are both yours to build.

Every piece of packaging was blockified– from life-sized golden bundle box to the fries and soda cup. To speak to the collectible component of Minecraft, we created specialty figurines that were equal parts McDonald’s IP x Minecraft IP. But these weren’t just collectibles–each came with a trading card and code, giving fans exclusive access to unlock the Minecraft skin to wear in-game. The savviest of Minecraft players used the McDonald’s app to purchase the meal, giving them exclusive access to a Minecraft x McDonald’s Add-On.

The Add-On allowed McDonald’s to further integrate into the game, giving Minecrafters even more tools to create in Minecraft. From standard McDonald’s food items like McNuggets and French fries, to the more absurd, like Hamburgular Zombies and paintings of Ronald and Grimace, the Add-On items were custom-made for dedicated Minecraft and McDonald’s fans.