Raising the arches again to celebrate British summer

In January, we turned an invitation to McDonald’s into an iconic action that quickly became a cultural phenomenon. This Summer, we’re extending that invitation to the family road trip occasion. Because no matter who you are, or where you’re going, there’s one thing that we all have in common… The next stop is always McDonald’s.


At the heart of the campaign is a feel-good film shot by the Golden Globe winning director of The Greatest Showman, Michael Gracey. Supporting the film is iconic out of home, social and influencer content, and an innovative activation that uses generative AI to create personalised audiobooks for car journeys, starring the user’s own family and featuring the road trip locations they’re driving on.

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Selected recognition:

Creative Salon ‘Work of the week’ / Ad Age ‘Editors Pick’ / Campaign ‘Ad Of The Day’ / The Drum ‘Ad of the day’ / David Reviews ‘Pick of the day’