imlovinit24 / McDonald's
Submitted By Anastasia Garcia
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.
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.
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.