The 90s are back with a bang! Literally. Once again, people are walking around with their bangs parted in the middle, just like David Beckham, Nick Carter and Leonardo DiCaprio did thirty years ago. It just so happens that the iconic hairstyle looks a lot like another icon, one of the world’s most recognized logos – the McDonald’s Golden Arches.

To celebrate the comeback of the ‘do, we decided to hijack it by paying a tribute to all our ambassadors, old and new. As a part of our celebration, we launched our very own, McDonald’s certified barber shop, to make it possible for anyone to get the iconic hairdo. The appointments took place online, where a hairdresser helped people trim and style the ultimate Golden M, safely from home.

To get people talking, we released 90s style campaign films with people sporting the ‘do. The films ran on social media and online, spreading our message that the iconic 90s hairdo looks exactly like the McDonald’s Golden Arches.

We also built an app, The Golden M Detector, that used AI and machine learning to detect Golden M:s. People with the ‘do could use it to get a free Big Mac by posting their photo on Instagram and tagging it with #mcdonalds. If the AI didn’t find a Golden M, people were advised to book an appointment at our Golden M Barber Shop, or watch the official YouTube tutorial on how to get the ‘do.

The campaign hijacked one of the most prominent trends today, the 90s. It targeted both people growing up back then and the youth today, given they are once again sporting the most iconic 90s hairdo, the 'curtains'. Our new side business clearly turned out to be something that people had been longing for and the campaign has more than 600 000