The One Show
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Category
Creative Effectiveness / Consumer / Brand
Annual ID
OS23_CE019M
About the Work
The idea was simple: reawaken the childlike joy once found in a Happy Meal. But to tap into that nostalgic feeling, we needed to launch far more than just a meal. The power of the Happy Meal experience was that it democratized access to things kids love. From beanie babies to Disney films, everyone was able to get a piece of something special. To elevate this into a joyful adult experience, we wanted to democratize something that young adults covet: art. An opportunity for us to make the inaccessible accessible.
Enter: Cactus Plant Flea Market. A beloved streetwear brand whose founder is known for their anonymity. But as widely loved as they are, few fans are lucky enough to get their hands on CPFM’s actual product. CPFM’s fandom, scarcity, and love for the McDonald’s brand made them the perfect partner to work with. For the first time ever, fans in Idaho and New York alike, could get a piece of CPFM.
With a partner in lock, we sought to bring the Happy Meal experience to life. Our goal was to push McDonald’s and CPFM to new territories that were still authentic to each party. For McDonald’s, this meant getting comfortable with CPFM reimagining everything that’s significant to the brand. For CPFM, this meant putting their name in the mainstream category in a way that didn’t dilute them for streetwear enthusiasts, or look like an obvious money grab.
Inspired by CPFM’s memories of McDonald’s, we brought to life an entire world that was a true alchemy of the brands. Everything from our TVC, to social, to the app, to merch and POS posters exuded CPFMxMcDonald’s artistry. The meal itself contained a first-of-its-kind artistic Happy Meal box, complete with 1-of-4 collectible figurines inside.
To light the fuse, we teased the experience by reimagining the nostalgic Ronald McDonald bench and dropped it in locations across NYC. The internet caught fire, with fans guessing what all this collaboration could entail.
Capitalizing on buzz, we launched paid media to educate on the program details as we built hype towards launch. And on launch day, our owned channels, digital and physical, were just as important.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Wieden+Kennedy / New York
Production Company
Stink Films
Post Production Company
The Mill
Arcade NY
Art Director
Jeffrey Rozman
Copywriter
Drew Ruiz
Chief Creative Officer
Karl Lieberman
Creative Director
Jimmy Bullard
Director of Photography
Benjamin Todd
Editor
Paul Martinez
Executive Creative Director
Marques Gartrell
Executive Producer
Andy Daulton
Ryland Burns
Jackie James
Kristen Johnson
Clairellen Wallin
Kate Gibson
Jackie James
Photographer
Mark Hall
Producer
Veronika Jelsikova
Account Supervisor
Alexa Olsher
Associate Producer
Sami Scholl
Kyla Graham
1st Assistant Director
David Jancar
Account executive
Corrina Yanagawa
Eve Taylor
assistant editor
Samuel Barden
BANNER PRODUCER
Patrick Starke
CHIEF OPERATING OFFICER
Neal Arthur
colorist
Paul Yacono
EXECUTIVE PRODUCER - FINISHING
Luis Martin
Executive Producer / Partner
Sila Soyer
Group Account DIrector
Brandon Pracht
Group Strategy Director
Tass Tsitsopoulos
Head of Integrated Production
Nick Setounski
Owner
Daniel Bergmann
Photo Producer
Dominika Tapajcikova
Senior Art Producer
Diana Pam
Senior Social Strategist
Liz Stefan
Senior Strategist
Alysha Kishan
Andrew Raine
Social Strategist
Edward Hiraldo
Social Strategy Director
Kaylah Burton
Sr. Project Manager
Joanna Groom
TRAFFIC DIRECTOR
Sonia Bisono
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