McDonald's Summer
description
Built around the feeling of summer as a reward, the campaign positioned McDonald’s as a destination for spontaneous indulgence and excitement. Bold visuals and a sticker-based prize mechanic transformed everyday purchases into uplifting summer moments.
client
McDonald's
category
prize campaign
role
art direction, production video/ vfx, print/ pos
process
To push the mechanic beyond promotion, we developed a broader summer world rooted in lightness, energy, and playful anticipation. Social, activation, and campaign assets were designed to feel connected through one cohesive seasonal experience.
social concept
Wer zieht Mecces ab?! - A playful social content series supporting the campaign with humor and self-irony. Following intern Mark’s misguided investigation, the format added authenticity, entertainment, and a relatable social twist.
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