McDonald’s: Bringing you into the WcDonald’s universe.
CLIENT
McDonald’s
ROLE
Brand Strategy, Art Direction, Project Management
TEAM
Snapchat – Sarah Bucar, Ashley Coppolino, Sara Greene
Wieden+Kennedy – creative partners
Paper Triangles – production
Challenge
McDonald’s was releasing a new campaign, inspired by manga and playing off of the WcDonald’s moniker long deployed by anime show creators. The campaign was to feature a new sauce packet, new packaging, and be promoted by four anime episodes taking part in the fictional WcDonald’s universe. Our challenge was to create an augmented reality experience that brought Snapchatters into this anime world, while also highlighting the new packaging and anime characters.
Solution
Our team focused on a shareable lens that brought the WcDonald’s world to life – with you at the center of it. In the selfie view, Snapchatters are anime-ified as an employee at WcDonald’s. When they flip their camera, they can see the new McNuggets packaging, meet the WcDonald’s employees, and see the special edition WcDonald’s sauce – all floating around in your own home. The lens brings you into this unique experience and helps to tell a story about this special moment for McDonald’s.
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