2016 Winners & Shortlists

Brief Explanation

McDonald’s Arabia’s new platform titled ‘Life Taste Better Together’ highlights the importance of connecting with the people who matter to us. The objective was now to bring this platform to life through an in-store activation. Ironically, in this day and age of social media, we are eating alone more often then ever before. So we wanted to bring people together over a shared McDonald’s meal. We did so by changing the classic McDonald’s tray. Designed like pieces in a puzzle we challenged guests to find their matching tray.

Results and Effectiveness

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.

Creative Execution

We turned the McDonald’s tray into the medium. By redesigning them as pieces in a puzzle, we challenged customers to find their matching tray. When doing so, they won a small surprise in the form of ice cream or apple pie, but more importantly, they had someone to share their meal with. Just the mere shape of the tray itself drove people to participate.

Insights, Strategy and the Idea

McDonald’s is a universally loved restaurant loved by young and old. In this idea, our primary targets were guests dining at McDonald’s by themselves. From office workers on a lunch break, tourists visiting the city and teenagers out and about, they all come to McDonald’s its great food and comfortable vibe. And no matter who you are or where you are from, everyone has their food served on the classic red McDonald’s tray.