McDonald’s: Camp McDonald’s

What if there’s a camp where there is something exciting like food deals, merch drops, new menu hacks, and performances happening everyday? Well, if you have the McD’s app, you can be at that camp.

Agency: Wieden + Kennedy NY
Role: Art Director
Writer: Ben Capshaw
Designer: Liam Hamill
Group Creative Directors: Brandon Henderson + Marques Gartrell
Directors: Jack Brown + Emil Nava

FILM

*Fun exercise: can you find my dog Mr. Wilson and me? 👀️

TIMES SQUARE

We teased Times Square with snippets of the Camp McDonald’s world we created with BLINKINK.

*This footage was taken via my humble iPhone... sorry for the potato quality!!

“IN THE BOOTH”

We created “In The Booth”, which is a concert series held at McDonald’s that you can only access via the app on Sundays.

MERCH

We dropped exclusive merch collabs with brands such as Free & Easy and M@RKET on Thursdays.

Free & Easy

M@RKET

Kid Cudi

innisfree

Grimace Float
... and last but not least, the one that broke the internet.

REACTIONS

The reactions were fun to watch. Some people were upset about the Grimace Float selling out. Some people loved the merch so much that they made their own versions. Here’s some of my favorites-

SOCIAL

We made about 150+ assets for this campaign, and of many were social. In order to recreate this legendary photo of Omar Apollo below...

... I got to hold his hand :) Please don’t ask me if I’ve washed my hand since 👀

We didn’t end up using this for social (see the actual tweet below) but I ain’t mad about it.

PRESS

And in the end, we got 1.999999 million people to download the app and join us at Camp McDonald’s ︎