We had to convince Germans to move out of their comfort zone and give spiciness a try. All while staying playful and encouraging. On top of that, we needed to establish that McDonald’s is more than just beefy burgers.

The goal was to increase sales and interest in the Spicy Chicken McNuggets – by communicating the hotness of the product in an entertaining way that would make people smile but also curious.

The campaign successfully added a new perspective to Germans’ perception of McDonald’s by showing that it is the place for spicy chicken fast food.