McDonald's 40th Anniversary
McDonald's 40th birthday was the brand's biggest event since The Olympics. The idea was to capture those iconic life moments in which McDonald's played a role. Rather than just writing ads we sourced inspiration from people's real experiences. A forum was created where 5,000 people shared their McDonald's memories.
In print even more crowdsourced memories were celebrated.
Digital & Social
McDonald's app and website gave people the opportunity to create 'memory posters'. 300,000 posters were Tweeted and Facebooked. They were then showcased on digital poster sites around Britain.