McDonald's: McSwings

Tahaab Rais, Dina El Dessouky, Yara Alem

Quick service restaurant (QSR) McDonald's created McSwings, an activation in the United Arab Emirates, to increase its appeal to Gen Z, grow brand love and drive conversation.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: Leo BurnettIdea creation: Leo Burnett Dubai Market: United Arab Emirates Sector: Restaurants & takeaways Media channels: Events & experiential Budget: Up to 500k

Executive summary

For over 80 years, people have associated McDonald's Golden Arches with feel-good moments.

However due to rising competition from global and local quick service restaurant (QSR) brands, McDonald's was losing its connection to people in the United Arab Emirates (UAE).

It brought that connection back by turning the Golden Arches...

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