MCDONALD’S: MORE IN COMMON

In a nation more divided than ever, we wanted to show people that sometimes it just takes one small thing to remind us that we have more in common than we think.

IN COMMON PORTRAIT SERIES

We traveled across the country with photographer Mark Seliger, capturing the portraits and stories of over 70 McDonald’s customers. From their stories - their favorite McDonald’s moments, memories, and traditions - we paired them together based on their unexpected commonalities and launched the following series in Times Square, on Instagram, and at McDonalds.com/InCommon.

OOH

INSTAGRAM GRID TAKEOVER

McDonald’s.com Takeover

For the first time in the brand’s history, McDonald’s homepage didn’t feature any food. Instead, it highlighted all of their customers and the things they have in common.

With Mark’s series, we also created a limited-edition book made entirely out of McDonald’s packaging. Using our iconic menu items added another layer of familiarity as readers paged through portraits of real customer and discovered moments, memories, and traditions similar to their own.

VIACOM EMERGING DIRECTORS SERIES

We even partnered with Viacom to create a series of short films completely concepted, cast, and directed by emerging young directors. The four videos ran on Comedy Central, MTV, BET, and VH1.

TV

results

525MM

social impressions and counting

+81%

above average increase in social brand favorability

75K

increase in followers