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SPEC CAMPAIGN · TORONTO, ON
THE HAPPIEST
MEAL EVER
MCDONALD'S · CANADA
ART DIRECTOR
Sameer Nawab
Ted Nguyen
COPYWRITER
Juan Vasquez
Harshil Bharadwaj
RESEARCH
There are a significant number of countries where McDonald's has not yet been tried. This indicates a market of people who have never experienced McDonald's — and have no emotional memory of it.
INSIGHT
McDonald's doesn't just sell food. It sells a first memory. For billions of people who grew up with it, the brand is inseparable from joy, childhood, and belonging. The first bite is the whole story.
THE IDEA
"The Happiest Meal Ever: Love at First Bite" — a campaign targeting people who have never tried McDonald's, forging an emotional bond through the joy and happiness of the first experience.
TARGET
First-timers
People in untapped markets globally
EMOTION
PLATFORM
Joy & Memory
360° Global
The first bite as an emotional anchor
Social, OOH, experiential, digital
CAMPAIGN LINE
"Love at First Bite."
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