McDonald’s

NUGGETS
NO GLORY

THE ASK

CREATE ARTWORK FOR CHILDREN’S DAY CELEBRATING THE McNUGGET AND CLASSIC McDONALDS CHARACTERS. CREATE A FULL McDONALD’S PLAYFUL WORLD AND MAKE SURE ALL ELEMENTS CAN BE EXTENDED TO PACKAGING, KEY VISUALS, MERCHANDISE AND EVEN POP UP THEME PARKS.

We’ve created a seamless isometric artwork that can be extended endlessly. All elements were also delivered as stand alone elements to be used throughout the campaign. We aimed to create a bespoke playful universe while maintaining a clear McDonald’s look and feel using their iconic elements such as McBuddies, McNuggets, burgers, fries and Happy Meals. 

THE SOLVE

CASE STUDY

To fully show what we’ve created for this enormous project, we’ve created a case study video, showing everything from sketch to finish and how the campaign came alive across all of China!

It started with a nugget

The campaign centred around the chicken nugget, one of McDonald’s most iconic menu items, and one that’s hugely popular with children and adults alike. The brief was to hero the nuggets but also showcase the existing McDonald’s characters in a way that appealed to Gen Z and Gen Alpha families.
The creative challenge: how does an artist bring their own voice to a brand with such a well-established world already?