client
McDonald's
industry
Food + beverage
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.
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.
Shoot + production prep
Packaging design
Point of sale
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.
├── credits
│ ├── Agency/ Scholz & Friends
│ ├── Art/ Frank Lauppe, Frank Fahning-Jensen, Nadine Gottwald, Linh Chi Nguyen
│ ├── Copy/ Alex Crosland, Anna Walchhofer
└─└── Illustrator/ Linh Chi Nguyen