Brief

McDonald's wanted to create a product-centric ad highlighting McDrive during the summer.

Insight

McDrive is an unbeatable solution when you're on the road. We realized that there's one thing most people recognize when eating at McDonald's during the summer: seagulls. McDonald's not only attracts hungry people, but also hungry seagulls.

Solution

The ad highlights McDrive in general and Filet-o-Fish in particular by dramatizing a familiar annoyance: seagulls eagerly trying to steal your McDonald's food. But in the car, you're safe and protected. By including a tactical offer on a Filet-o-Fish menu in the ad, we increased the relevance of the scenario and gave McDonald's a bit of delightful self-awareness.

Reach per day: 46 018.

Reach per week: 4,7%.

It also became viral on the internet reaching a wider audience than we could have ever imagined.