Problem: Getting health-conscious people to eat at McDonald’s is damn near impossible.
Solution: Appeal to their much weaker subconscious.
AdFed Minnesota’s The Show — Gold
Out-of-Home
PACKAGING
This wrapper doubles as a scavenger hunt map, so you can find the rest of the #McDoubleTake locations.
Social
SLIDIN’ IN THE DMS
McDonald’s will slide into the DMs of users who interact with any of the OOH via geolocation, hashtag, story, tag or a simple post, and reward them for their keen eye with a free McDouble.
Copy & Art Direction // Sam Herriges