Side Missions

Client: McDonald's

McDonald’s had become a routine stop rather than the highlight of people’s days, so we set out to turn those everyday visits into something that could be celebrated.

We called on gaming culture, realising that unplanned McDonald’s visits were already functioning as ‘side missions’ to every-day life. We elevated the tiny, joyful detour into a bonus level of life…a Maccies. Fans were encouraged to take on as many side missions as possible; from AV to Outdoor to Influencers to a bespoke integration with Citymapper, we pulled people away from life’s main mission, into a side mission for McDonald’s.