Cannes Lions

McDelivery Night in Giveaways

TURNER DUCKWORTH, New York / MCDONALDS / 2020

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Overview

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Credits

Overview

Background

Over 60% of McDelivery orders are placed at night, so for the third annual global celebration of McDelivery, McDonald’s encouraged everyone to spend a well-deserved night at home. We were tasked with developing a line of giveaways to accompany McDelivery orders and help consumers cozy up in the comfort of their homes.

Idea

The swag had to be desirable enough you’d want to pay money for it, even though it was free. Youthful and fresh, yet timeless and iconic. We leveraged the brand new McDonald’s visual identity system — golden tones, playful patterns, bold illustrations, and surprising twists on iconic products — to bring it all to life.

Execution

We created a unique collection of over 15 iconic items to be given away with McDelivery orders around the world. Loungewear ranged from cozy socks and house slippers, to comfy t-shirts, joggers, and custom constructed oversized sweatshirts. Accessories included scrunchies, a hooded blanket, and a wearable sleeping delivery “bag.” We also designed an entire deck of McDonald’s themed playing cards.

Outcome

With 50 markets participating worldwide — up from 24 markets the year before — restaurants around the world saw significant upticks in delivery sales. We helped deliver two of the best-selling days of McDelivery on record.

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