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?

Double dippin’

Characters created for each of the dipping sauces - in a unique Eva Cremers style - of course!
Sweet & Sour
Garlic Chili
Honey Mustard
BBQ sauce

Bringing them into the real world

It was incredible to see all of the elements coming together in the real world, outside of a screen.
All of the elements were used on a wide range of touchpoints for this nation-wide campaign, including unique packaging, bespoke toys, pop-up theme parks across China, in-store activations, TV commercials and even fully wrapped trains!

Endless Nugget World

McDonald’s China asked us to created a never ending world, that could be expanded seamlessly. Therefore, with 3D being a technical difficulty, we decided to create everything in an isometric universe, making sure this image could be repeated and printed on meters and meters wide.
The client wanted it to be a big theme park, including some of McDonald’s key elements. We also added in some small easter egg details, so there would always be something new to discover!