Campaign details
Brand: McDonald'sAdvertiser: McDonald'sAgency: The Narrative Group, Wieden Kennedy New York
Objective / Brief / Situational Analysis
McDonald's has been at the forefront of culture for decades, yet many younger customers in 2020 had never tried a Happy Meal or Big Mac. The objective with the Famous Orders campaign was to dial up the cultural relevance of McDonald's, especially with youth, and begin cultivating a new generation of brand fans.
The campaign started with a universal "fan truth" that served as the anchor - No matter how big or famous you are, everyone...