This campaign creatively utilizes Out-of-Home advertising to target specific locations with melancholic names, effectively reaching not only audiences in those areas, but strategically maximizing exposure and engagement with its feel-good message, that is the core of Mcdonalds. Demonstrating how media can influence emotions and perceptions in unique ways, if you put them in the right place.

In Brazil, streets often bear names that reflect emotions or experiences, including sadness and melancholy. These names can impact the mood and atmosphere of the surrounding areas, influencing how people feel and interact within these spaces. McDonald's recognized the opportunity to spread its joy and positivity in these locations by launching the campaign, leveraging cultural nuances to connect with audiences on a deeper level. Moreover, Brazil and Brazilians have a cultural tendency towards the underdog syndrome, stemming from years of adversity and hardship. This campaign taps into this cultural context by positioning McDonald's as a safe haven, where even in proximity to streets with names that evoke sadness, individuals can find happiness. It's a strategic move to reinforce McDonald's role as a source of comfort and joy in people's lives, aligning with the cultural ethos of resilience and optimism in the face of challenges.

Situation: McDonald's sought to address the challenge of bringing happiness to locations with melancholic names, such as Sadness Neighboorhhod and Nostalgia Avenue, in Brazil.

Brief: Create an Out-of-Home campaign that promotes McDonald's as a source of joy and happiness, even in the saddest places.

Objectives:

- Increase brand awareness and association with positive emotions.

- Highlight the strategic positioning of McDonald's over 1000 stores, strategically located to always be close to people.

- Improve brand perception by demonstrating McDonald's commitment to spreading joy.

The campaign effectively transformed negative emotions associated with sad addresses into positive associations with McDonald's, reaching audiences nationwide across multiple cities and neighborhoods. It engaged consumers through high levels of interaction with Out-of-Home advertisements, leading to increased foot traffic to nearby McDonald's locations and a notable shift in consumer behavior and attitudes. As a result, McDonald's brand perception improved significantly, with the brand being recognized as a source of happiness and joy even in the saddest places. Overall, the campaign surpassed all objectives, driving brand awareness, foot traffic, and fostering positive brand sentiment among consumers.