CLIENT McDonald’s

BRAND McDonald’s

BRIEF

To create cultural relevance and an emotional connection around Monopoly at McDonald’s consumer promotion, we found one of Australia’s most down-on-their-luck towns, and gave them a day of winning.

Our approach was based on the insight that people don’t care about other people winning unless it’s emotionally relevant to them.

The campaign was integrated across broadcast, content, PR and social to reach over 3.2 million people, with a PR Value of $2.1 million.

Most importantly, we brought a smile to a small town that very much needed it.