‘Only at McDonald’s’

There are some moments only happen at McDonald’s. Stealing Fries, swapping gherkins with a mate, turning your lap into a table mid-commute. We transformed these little rituals into a fully integrated campaign, co-created with our fans to celebrate all of those iconic things that make McDonald’s special. By celebrating the quirks only McDonald’s can own, the campaign cemented the brand as more than a restaurant – it became shorthand for the moments fans share everywhere.

The campaign showed up where fans already were. Film and OOH captured iconic rituals in their purest form. Social invited people to share their own Only at McDonald’s moments, fuelling co-creation that made the work feel fan-owned. Radio and digital amplified those stories, pushing the language of the campaign into culture. Every channel became a space to celebrate and remix fan behaviour, building momentum that felt alive, participatory and unmistakably McDonald’s.

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Selected recognition:

2x Creative Circle ‘Gold’ / The Drum ‘Campaign of the week’ / Creative Salon ‘Work of the week’ / Ad Age ‘Editors Pick’ / Campaign ‘Ad Of The Day’ / Famous Campaigns ‘Ad of the day’ / The Drum ‘Ad of the day’ / David Reviews ‘Pick of the day’