2016 Winners & Shortlists

Brief Explanation

To bring McDonald’s Arabia’s new platform Life Tastes Better Together to life in-store, we redesigned the classic McDonald’s tray. Designed as pieces in a puzzle we challenged people dining alone in the restaurant to find their matching tray, thus allowing them to enjoy their meal with someone. The redesigned trays invited consumers to act and participate in the activation while bringing the brand proposition to life.

Creative Execution

Every guest at McDonald’s receives their food on a tray. So we redesigned the trays as pieces in a puzzle, encouraging customers to find their matching tray. To incentivize people to take part, they won a small surprise in the form of ice cream and apple pie when they found their matching tray. But more importantly, they now had someone to share their meal with. This was a small-scale activation that lasted one day and with the results at hand it was a huge success.

Results

In just one day, hundreds of customers participated. The trays puzzled together over 300 different and diverse connections. The connections in turn sparked hundreds of conversations, lots of shared fries and a few even exchanged phone numbers. All of this proved McDonald’s brand proposition that life does in fact taste better together.