People who eat at McDonald's love their McDonald's. We just drew analogies using different characters (some well known) and the things they love, delivered in a McDonald's bag.

The challenge was to create posters that would be placed near the counter. So they had to be minimalistic, as not much time is spent there. But yet, engaging enough to catch their attention.

Despite the recent launch of the McDonald's Breakfast Campaign, early indications suggest positive results.