Challenge
McDonald's faced the challenge of U.S. customers being largely unaware of its diverse global menu, despite growing social media curiosity for international offerings. The goal was to introduce these items to the U.S. market in an exciting way that leveraged the brand’s global scale without feeling like a generic promotion.
Solution
I contributed to the VisID for the "Worldwide Favorites" campaign, which brought four international items to U.S. restaurants under the platform "Around the World Is Now Around the Corner". The lineup included the Netherlands' Stroopwafel McFlurry, Spain's Grand McExtreme Bacon Burger, Canada's Tomato Mozzarella Chicken Sandwich, and Australia's Cheesy Bacon Fries. The visual identity utilized a travel aesthetic with passport-inspired imagery and origin-specific color palettes. Key campaign elements included:
• International Currency Exchange: A one-day event where customers traded foreign currency for menu items.
• Digital Engagement: A VR experience with 360-degree country views and curated Spotify playlists, alongside an interactive Snapchat lens.
• High-Visibility Media: A dedicated Times Square billboard and a multi-channel integrated effort across national TV and social media.
Results
The campaign successfully generated cultural buzz and positioned McDonald's as an innovator. By integrating experiential activations like the currency exchange with digital touch points, the design strategy effectively brought the brand's global scale to a local level, making international flavors feel both accessible and adventurous for U.S. consumers.
McDonald's faced the challenge of U.S. customers being largely unaware of its diverse global menu, despite growing social media curiosity for international offerings. The goal was to introduce these items to the U.S. market in an exciting way that leveraged the brand’s global scale without feeling like a generic promotion.
Solution
I contributed to the VisID for the "Worldwide Favorites" campaign, which brought four international items to U.S. restaurants under the platform "Around the World Is Now Around the Corner". The lineup included the Netherlands' Stroopwafel McFlurry, Spain's Grand McExtreme Bacon Burger, Canada's Tomato Mozzarella Chicken Sandwich, and Australia's Cheesy Bacon Fries. The visual identity utilized a travel aesthetic with passport-inspired imagery and origin-specific color palettes. Key campaign elements included:
• International Currency Exchange: A one-day event where customers traded foreign currency for menu items.
• Digital Engagement: A VR experience with 360-degree country views and curated Spotify playlists, alongside an interactive Snapchat lens.
• High-Visibility Media: A dedicated Times Square billboard and a multi-channel integrated effort across national TV and social media.
Results
The campaign successfully generated cultural buzz and positioned McDonald's as an innovator. By integrating experiential activations like the currency exchange with digital touch points, the design strategy effectively brought the brand's global scale to a local level, making international flavors feel both accessible and adventurous for U.S. consumers.
Creative Exploration
