There’s nothing like the thrill of discovering McDonald’s in a new light. For years, our fans have taken to social to express their feeling of FOMO at the exotic menu items other countries get to enjoy. So we did what any fan-first brand would do: we recruited our biggest super fans to help us steal the best of McDonald’s from across the globe. The World Menu Heist is on.
Stealing the best of McDonald's from around the world.
LAUNCH FILM
We planned the heist for months, inviting our most envious fans in on it through a close friends group on Insta. LadBible leaked the details. Crew let slip the stolen packaging. And we dropped secret coordinates to our drop zone where fans could taste the heisted goods. The campaign came to life across every touchpoint creating an interactive narrative led by our fans.
SOCIAL PARTICPATION
LADBIBLE LEAKS
UNDERGROUND EVENT
OOH
PRESS
PACKAGING
Featured on:
Selected recognition:
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’
Client:
McDonald’s
Agency:
Leo Burnett UK
CCO: Mark Elwood
ECD: James Millers, Andrew Long
Creative Director: James Hodson, Jason Keet
Creative Team: Gina Ramsden, Freya Purnell
Creative Director of Design: Dave Allen
Designer: Georgia Glen
Social Creative Director: Ben Hooper
Production Company: Magna Studios
Director: Ben Dean