Brief: How do we get kids excited about the Happy Meals experience without talking about what they love most - the toy?

Solution: Bring to life the Happy Meals Box as a catalyst for a unique ‘kids only’ play experience. In Box of Friends we see the magical journey of two friends bought together by a Happy Meal.

Cultural Content: There have been a number of groups calling for brands to stop using toys to appeal to kids. This has opened up a new challenge for Happy Meals communication which has always relied on the toy to create new news and drive sales.