The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Design

McTrax

Agency TBWA\NEBOKO / Amsterdam

Client McDonald's
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Annual ID

OS_DE17212M

About the Work

Dutch teens are the most frequent visitors of McDonald’s. As teens outgrow the joys of the Happy Meal, their connection to the brand becomes more and more functional. The many examples of famous Dutch DJ's and producers stimulate their teenage dreams and musical ambitions. Embracing and supporting this ambition of our audience, we needed an innovative idea to bring their dream to live in an inspiring way. What if we change the iconic McDonald's placemat into a full music production station? A technology driven, social and mobile first idea, that let teens experience at first hand how progressive McDonald’s is as a burger company. That's why McDonald’s in the Netherlands introduced McTrax. The online video accumulated over 35 million Twitter impressions and 150 articles reaching over 6 million people worldwide. And, most importantly, a reach of over 50% of Dutch teens, craving to get their hands on this amazing McDonald’s experience.