McDonald's, a favorite among Generation Z, aimed to transcend its role beyond serving great hamburgers, particularly in Japan where many young people struggle with self-confidence. This project, focusing on the iconic "fries," sought to uplift and inspire youth, creating deeper connections than the typical brand-consumer relationship. The objective was to leverage McDonald’s cultural standing to empower young individuals, fostering a more significant and supportive interaction with this crucial demographic. By doing so, McDonald's intended to not only enhance its brand affinity but also to act as a catalyst for positive change among the youth in Japan.

We created a music video featuring an emerging musician and based on the friendly beep that lets everyone know the fries are crisp and ready to eat—the “McFries alarm!” We then took it a step further to provide real support to artists across Japan. We focused on artist photos. We added fries to their promotional photos and used them in McDonald’s ads. This made it possible to spread an iconic message of "artist photos x McFries" out into the world, while making a deep impact on all the fans. Most importantly, the ads communicated our dedication to and support for young artists. A method of communication that activated fan communities resulted in benefits for both artists and the brand.

This campaign is a prime example of leveraging musical elements to bridge the gap between a brand and its audience, specifically utilizing iconic McFries alarm as a musical motif. This sound, recognized universally across Japan, was transformed into a mashup song that resonated deeply with fans, effectively turning a simple brand cue into a powerful auditory symbol of McDonald's. This innovative use of sound not only enhanced brand identity but also fortified connections with music lovers, making it a standout in the Music Entertainment category.

The music video premiered on YouTube at 11:11 a.m. on January 11, symbolically reflecting the visual alignment of fries. The song was resonated through physical spaces, being featured across 3,000 McDonald's stores nationwide, integrating the campaign into everyday customer experiences.

We then took it a step further to provide real support to artists across Japan.

Our project, involving 200 artists across Japan, showcased their work in conjunction with McDonald's fries through various media, including street ads, web platforms, and social networks, elevating artist visibility and emphasizing McDonald’s support for young creatives.

These artists used the promotional photos as their social media profile pictures, enhancing personal connection and fan engagement. Additionally, a pop-up event in Shibuya from January 22 to 28 highlighted the artists' music, further immersing visitors in the campaign and deepening their engagement with the brand. Out-of-Home (OOH) advertising throughout major cities in late January to early February ensured extensive visibility.

The project achieved remarkable success across various metrics, enhancing brand engagement and reach significantly. It garnered 11 million views and over 100 million social media impressions, with PR exposure valued at 150 million. This visibility broadened and deepened audience engagement, evidenced by vibrant online conversations and numerous user-generated contents posted on social media.

Following its launch, McDonald's saw McFries sales among Gen-Z increase by 121% in one week. The music video resonated widely, earning acclaim on social platforms and praise for supporting young artists.

Additionally, it prompted a behavioral shift among viewers, many expressing gratitude on social media for discovering new music through this project. This shift in consumer behavior and perception highlighted the campaign's success in meeting its objectives, transforming it into a cultural phenomenon that entertained and engaged with Gen-Z profoundly.